JML teams up with ITV1 for “chatmercial” launch

TV-shopping specialist JML has partnered with ITV1 to launch a new retail TV format. Dubbed the “chatmercial”, the new venture combines the visual language and style of a chat show format with TV home shopping all shot in front of a studio audience.

“The Store with JML” launched on ITV1 on Saturday, 28th April, and now broadcasts across the channel’s late-night two-hour retail teleshopping schedule on Saturdays, Sundays and Mondays. The deal enables ITV1 viewers to access JML’s range on terrestrial television for the first time, including products from cookware to shapewear, DIY lines and celebrity brands such as Myleene Klass Nails.  

The presenter-led show uses interaction with a panel of experts and a studio audience. It will be split up into bite-sized chunks focusing on one product every 15 minutes.  In total, eight products are shown per show. JML has filmed segments for 40 products and to keep it fresh, content can be used in any order during the show’s one-year run. The footage will be shown exclusively on ITV1 and will not be available on the JML website. Currently JML has no plans to film more products.

It has been confirmed that ITV and JML will share the revenue generated from the show. To promote the launch, JML emailed a newsletter to its 500,000 database and is using social media such as Twitter and Facebook to raise awareness. Although there are no plans to promote the show via TV commercials during the day, JML is running banners and buttons on the ITV website. To monitor performance from the channel JML is using a dedicated call centre telephone number, which is different from JML’s regular order line.