JML partners with ITV to launch a new retail TV format called 'The Store with JML,' – a UK first on a mainstream channel where viewers can buy products.

Dubbed a "chatmercial", the programme combines the style of a chat show format with TV home shopping and is shot in front of a studio audience.

'The Store with JML' launched on ITV1 on Saturday, April 28, broadcasting across ITV1's late night two-hour retail teleshopping schedule on Saturdays, Sundays and Mondays.

The show is hosted by presenter Sarah Heaney and includes interaction with a panel of experts, including cleaning expert Martin Knight and celebrity chef Tony Tobin, as well as a live studio audience.

The shows are split up into what the firm describes as "bite-sized chunks", focusing on a different product every 15 minutes. Products featured range from cookware to DIY lines and celebrity brands.

JML commercial director Hannah Treble said of the move: "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."

Multi-channel retailer JML already has three shopping channels on Sky, as well as a transactional website and catalogue. It also has 7,000 screen promotions in more than 3,500 high street stores, including ASDA, Boots, Tesco and Wilkinson.

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