QVC launches dedicated beauty channel

by Maisie McCabe, Media Week 15-Sep-08, 16:10

LONDON - QVC has announced the launch of the Beauty Channel, which it claims will be the first television station entirely dedicated to beauty, following a revamp of its interactive services.

Available on the multi-screen application on QVC Active, and channel 640 on Sky, it will offer four hours of programming on a loop, with sold-out items removed from the programming in real time.

QVC has partnered with interactive technology television company Ensequence to redesign and rebuild all its interactive service on Sky Digital and TO develop QVC’s back-of-house systems.

Three other interactive options include the live QVC broadcast, QVC+1 house and the daily special value video.

The new channel was developed by QVC’s interactive TV team, with broadcast technology company PubliTronic, software company TX2 and storage software company Isilon.

Paul Murphy, head of media technology at QVC UK, said the new technology would provide a robust and flexible way of allowing customers to make considered purchases from the broadcast-quality videos.