Expansion of Live Programming

Ideal Shopping Direct PLC
18 July 2000


Ideal Shopping Direct Plc


Ideal Shopping Direct accelerates its plans 
to expand 'live' hours of TV home shopping 

16 hours of 'live' broadcasts in every 24 hours of programming starts August
1, 2000

Since the April 2000 launch of Ideal World TV, the home shopping channel,
positive audience response and increasing sales have encouraged parent
company, Ideal Shopping Direct Plc to expand the live element to 16 hours in
its 24-hour broadcasts. The channel airs daily via digital satellite.

Paul Wright, CEO indicated 'The most compelling reason behind this move is a
growing appetite among viewers for our live demonstration format using
experienced presenters who are personalities in their own right.' He
continued, 'Sales patterns reveal that Ideal World shoppers prefer live action
in our blend of shopping, entertainment and discovery. The interactive aspect
of our shows, which enables them to talk direct to presenters during
broadcasting, is particularly popular.'

Conversion to digital satellite TV continues to be strong with over 4 million
homes subscribing. Ideal World TV on channel 642 is independent and free to
air. 

Ideal World TV has completed a number of retail achievements in its first few
months: 

- The customer base has grown to tens of thousands within weeks since launch

- The sale of a £32,000 luxury sportscar, an Audi Quattro TT roadster was a
first for TV home shopping in Europe 

- An Ideal World TV music feature and TV sales of the CDs of a young music
group 'Five Good Reasons' led to a recording contract for the band

- The launch of a 'cultured' diamond, indistinct from natural gems. The
Gemesis Sunshine solitaire diamond ring was a world exclusive and sold out in
18 minutes of airtime

- A range of programme strands with distinctive themes is building a regular
following, stimulating repeat buying as well as fan mail for the station's
presenters. Favourite programmes include 'Fashion on Fridays', 'Consumers'
Choice', 'Extreme TV', 'The Beanie Hour' the 'Ideal Idea Show', and 'Ideal
Interactive'.

For more information please contact:       
Nick Elliott, Ideal Shopping Direct Plc.
Tel:       [phone] or 08700 557000

Notes to Editors

Ideal Shopping Direct Plc, is a well-established, distance selling business
comprising several specialised mail order catalogues with a circulation of 70
million annually and the Ideal World TV home shopping channel 642,
broadcasting on digital satellite to over 4 million homes. The company's
shares were 10 times oversubscribed at issue in February 2000 and are listed
on The Alternative Investment Market.