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MUMBAI:
TV18 has launched Home Shop18, its 24-hour television channel
dedicated to home shopping.
The
channel has hit the air waves across 350 cities in tier 2
and tier 3 markets, says Home Shop18 CEO Sundeep Malhotra.
Home
Shop18 will reach the metros in a month’s time, adds
Malhotra.
 The
channel has tied up with 19 product categories in different
products and services. Last year, Home Shop18 tied up with
Anil Ambani’s financial services distribution arm Reliance
Money (R-Money) for selling gold coins and trading services
directly to the consumers.
Malhotra
says that the channel will not only sell products ranging
from consumer brands but also services like holiday packages.
The products to be sold through the channel include electronic
gadgets, music systems, desktops, laptops, DVD home theatre,
camera, mobile phones, books, gold, silver jewellery, watches,
accessories, apparel, health and beauty products, sports goods,
kitchen equipments and home appliances.
Initially
with 12 hours of original content, the channel will have shows
like Chef Ka Tadka, Hobby Centre, Aao Gift
Kare, Gadget Bazaar, Around the World, Morning
Bazaar, Women Only, Home Maker, Chai
Time Shopping, Good Living and Bid 2 Win.
Private
equity fund Saif (SB Asia Infrastructure Fund) has invested
$10 million for a 25 per cent stake in Home Shop18.
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