ITV1 has begun simulcasting live content from multi-channel home shopping broadcaster Ideal Shopping Direct.
The simulcast of live programming from Ideal World takes place between midnight and 3am every night, although timings are subject to change by ITV.
According to the two companies, the partnership will allow Ideal Shopping Direct the opportunity to broaden the reach of its two flagship brands, to a new audience.
Jamie Martin, CEO, Ideal Shopping Direct, said: “ITV 1 is the premiere and market leading entertainment channel in the UK and I am delighted that Ideal World and Create and Craft will be broadcast on the number one TV channel in the UK.
“Ideal World and Create and Craft will be the first TV shopping channel in the UK to broadcast in true High Definition as specified by Sky and the multi-million pound investment in HD equipment is all part of Ideal Shopping Direct’s multi-channel retail strategy as the company navigates the digital waters of media proliferation.”