Ideal World TV - New Dimension in TV Home Shopping

Ideal Shopping Direct PLC
17 April 2000


IDEAL SHOPPING DIRECT PLC

Ideal World TV, digital satellite channel 642
is Britain's new dimension in TV home shopping

The Ideal World TV shopping channel will commence its inaugural broadcast
'live' on digital satellite television at 9pm today, Monday April 17, 2000.
Paul Wright, Chief Executive of Ideal Shopping Direct Plc commented, 'We are
delighted to announce our new channel 642 airs tonight on time and within
budget.  The response from the advertising community to our 'pay as you go'
airtime and 'privilege' package offers has been strong and beyond our initial
expectations.'

The company raised £7.5 million in February by way of a placing on AIM in
order to finance the digital satellite station.  Currently over 3 million
homes receive digital satellite broadcasting and according to Government
plans, the conversion of all analogue TV transmission to digital is expected
to be complete by 2006.

Ideal World TV has bolstered its presentation team of personalities led by
Paul Lavers.  Joining Paul are Debbie flint ('Meet the Challenge', BBC1) and
Steve Whatley (Gadget Man, ITV's 'This Morning') plus a team of 10 other
presenters.  Paul, Debbie and Steve alone have over 17 years experience in TV
shopping.

The channel will not follow the US model which is focused on hard selling a
limited range of household, and jewellery products.  Instead Ideal World TV
will use live action, entertainment, outside broadcasting and special features
to demonstrate and sell a very wide range of products and services,
encouraging audience participation and a regular following.

Ideal Shopping Direct Plc, owner of the new channel is also expanding its mail
order business with a circulation of over 70 million catalogues this year.

The company will make a preliminary results announcement for the year ended
December 31, 1999 on Thursday April 27, 2000.

Enquiries:
Ideal Shopping Direct Plc
Nick Elliott       Tel:  [phone]