Trading Statement

Ideal Shopping Direct PLC
05 January 2005



Ideal Shopping Direct Plc


5 January 2004


Trading Update


Ideal Shopping Direct Plc, Britain's leading independent home shopping TV
channel, today issued a further trading update.


Having reported on October 29th that trading in September and October was ahead
of expectations; the Board of Ideal Shopping Direct is pleased to report that
trading in the peak period running up to Christmas has remained buoyant, with
the result that sales for the second half in total have risen by more than 50%
year on year. This partly reflects first time contributions from new ventures,
including our launch of Ideal World on Freeview.


Having considered the company's recent trading performance, the Board believes
that market expectations of full year 2004 profit before tax are too low. With
the full picture of sales for the year to December 31st 2004 now clear, profit
before tax for the year is likely to be in excess of £4 million, a record for
the company.


Final results for the 2004 year will be reported on March 2nd 2005.

Jim Hodkinson, Chairman, commented:


"Our strong start to the second half continued into the Christmas season and we
are set to report a record year for the company. The business has continued to
make good progress, reflecting the actions taken over the last eighteen months,
and newer developments, including the launch of Ideal World on Freeview, are
making a good contribution. 2004 has proved to be a successful and profitable
year, and gives us a strong platform for further progress in 2005"



Enquiries:


Ideal Shopping Direct Plc                       Tel: [phone]
Jim Hodkinson, Chairman


ReputationInc                                   Tel: [phone]
Tom Wyatt





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