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ITV heralds the 'chatmercial' with new shopping format

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ITV has partnered with TV home shopping specialist JML for a new show that will enable people to buy products direct from ITV1.

The new late night programme, called The Store with JML, will premiere tomorrow morning on ITV1 from 12.30am to 2.30am. It will fill the late night teleshopping slot on Saturdays, Sundays and Monday.

Dubbed the "chatmercial", The Store will combine the format of a chatshow with home TV shopping in front of a studio audience.

The presenter-led programme will feature a range of experts and be split into a series of "bite-size" chunks focusing on a different product from JML every 15 minutes.

The experts include celebrity make-up artist Jerome Alexander, ITV This Morning's fashion expert Wendy Elsmore and celebrity chef Tony Tobin.

Presented by Sarah Heaney, the programme will feature the experts discussing products ranging from cookware to DIY, along with celebrity brands such as Myleene Klass Nails.

"This partnership between ITV and JML enables viewers to see some of JML's best-loved products being used by presenter and audience, giving them a full review of the product before their purchase decision, all from the comfort of their home," said JML's commercial director Hannah Treble.

"It combines a chatshow style format with shopping TV and audience interaction. This UK first is another step towards making us Britain's leading multi-channel retailer/distributor."

ITV director commercial & ventures William van Rest added: "ITV are delighted to be working with JML on this new style of TV Shopping output, and we are looking forward to JML bringing some innovative products and fantastic deals to the ITV1 audience."

ITV1 launched its first late night teleshopping programe The Zone in 2010, featuring QVC product offers and casino-style games.

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