The Store (TV channel)

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The Store
The Store (ITV).png
Launched 14 November 2011 (2011-11-14)
(as "The Zone" channel)
Owned by ITV Digital Channels Ltd
(ITV plc)
Picture format 16:9 576i (SDTV)
Country United Kingdom
Language English
Affiliates JML
Formerly called The Zone (2011-13)
Sister channel(s) ITV
ITV Encore
ITV Block Channel 3/103
(all platforms)
Freeview Channel 39 (midnight-4am)
Freesat Channel 809
Sky Channel 642
Astra 1N 10758 V 22000 5/6
Streaming media Watch Live

The Store is a UK television shopping channel owned by ITV plc (in partnership with JML Direct Limited) and programming block on ITV. Dubbed the "chatmercial", The Store combines the format of a chatshow with home TV shopping in front of a studio audience.[1]

The channel was first launched in November 2011 as "The Zone" exclusively on the Freeview platform, but was not available in Wales until 9 January 2012. On 1 October 2013, ITV rebranded the channel as "The Store", which also launched as a 24-hour channel on Freesat and Sky on the same day.[2] The Freeview channel varies from the satellite feed, as it only broadcasts between midnight and 4am, and airs the live casino programme Jackpot247 daily, for the first three hours.

Sarah Heaney fronts The Store, with help from experts including celebrity make-up artist Jerome Alexander, fashion expert Wendy Elsmore and celebrity chef Tony Tobin.

ITV strand[edit]

The Zone was the name given to the strand of shopping and gaming programming on ITV. The programme, launched in May 2010, was an interactive gaming and home shopping programming block, with gaming segments from Jackpot247 (previously called Challenge Jackpot). In 2012, the QVC sections, which featured since the strand was first introduced, were dropped. Soon after this, The Zone brand disappeared from ITV, with Jackpot247 listed as a stand-alone programme.

Angellica Bell and Michael Underwood were the launch presenters of The Zone on ITV. They would link in and out of QVC and Challenge Jackpot. Zoe Hardman, Emma Lee, Henry Evans and Nigel Mitchell would substitute on some nights. However, the presenters were dropped in 2011 - linking in and out of programmes was now done using short "The Zone" branded stings.

The Store strand is shown usually between the hours of 12.30am to 2.30am on Sunday nights on ITV, however times are flexible around the schedule, but the show is almost always on air for two hours. As well as the weekend broadcasts, the stand also airs Mondays to Saturdays on ITV Channel Television, in place of Jackpot247, which cannot broadcast on the Islands for legal reasons. The overnight strand is not broadcast on STV (Central and North Scotland) or UTV (Northern Ireland).

The Store also airs on ITV4 every night from around 2am.


  1. ^ "ITV heralds the 'chatmercial' with new shopping format". Digital Spy. 27 April 2012. 
  2. ^ "ITV brand to launch 24-hour shopping channel". The Independent. 2013-09-17. Retrieved 2013-09-19. 

External links[edit]