The German home-shopping channel HSE24 will start broadcasting in Italy in 2011. Using capacity on the digital terrestrial network, HSE24 hopes to reach 80% of the population by mid-2011.
Programming for the new channel will be modeled along the lines of the German HSE24. At first, the channel will originate programming from its existing studios in Ismaning, Germany, but later on a full Italian feed is envisaged from facilities in Italy. The call centre and fulfillment will be based in Italy from the beginning. About 40 people will be employed by the channel, a number which will grow to about 500 in due time.
The Italian tele-shopping market is the third largest market in Western Europe, after the UK and Germany, and has great potential. Industry experts expect a doubling of revenue between 2007 and 2012. The current home shopping market in Italy is highly fragmented, with most broadcasters only serving cities and regions. The market volume of national operators was €485 million in 2007. (Source: Gold Media/Screen Digest, TV shopping in Western Europe 2012).
This is not the first time for the home-shopping broadcaster in Italy. Under the brand channel Home Shopping Europe the channel was the first 24-hour shopping channel inthe country from 1999 to 2004. The then American parent company HSN sold the channel in 29004, after which it was renamed MediaShopping.
The new venture will be headed by Nicola Gasperini as managing director; he is already as CFO at HSE 24.