On 14th February, The Broadcast House and the CatEx Direct
Commerce Association have successfully launched The Department
Store, a new shopping channel on Sky channel 681.
The Department Store was created to offer CatEx DCA members
entry-level access to a medium currently worth more than
£1.5 billion. The channel broadcasts 14 hours of content per
day, from 8am to 10pm. Segments are filmed at a studio in west
London and each client has their own bespoke set and
presenters.
The first segment broadcast, from 11am, was for mineral cosmetics
specialists Lily Lolo, which saw its products demonstrated on TV
for the first time. Eight companies were involved from launch,
including collectibles marketer Atlas Editions, greetings-card
business Flowercard and home entertainment specialist Choices UK,
plus a “Best of” selection from Pavers Shoes which, following the
success of its own channel (Sky 659), was keen to show support
for this new venture. More companies are in discussions to access
slots on the channel in the coming months.
The Broadcast House is using its optimisation management system,
which aims to ensure every client sees results that outperform
the market. The “as-live” segmented format allows repetition of
the best performing segments, generating a significant uplift in
sales. By overlaying daily sales data from each client with its
respective segment schedule, the seller is able to maximise the
winning products and dramatically increase the channel’s chances
of success. This format also enables The Broadcast House to
manage stock levels on behalf of the client–so it never runs out
of promoted merchandise.
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