German home shopping broadcaster HSE24 has launched a TV channel for viewers in Italy on 1 June 2011: HSE24 Italy offers products, information and entertainment 24 hours per day.

The 100% subsidiary of Home Shopping Europe is the Munich-based company's first non-German language channel, broadcasting in addition to main channel HSE24 and sister services HSE24 Extra and HSE24 Trend. HSE24 Italy currently employs 30 people at its headquarters in Rome with the staff number to be expanded to up to 500 in the medium term.

At launch, more than 200 products are presented in sales shows covering the areas of and technology. The schedule also comprises reports, documentaries and lifestyle programmes.

The Italian shows are currently produced at HSE24's German base in Ismaning near Munich - a solution which Nicola Gasperini, managing director of HSE24 Italy, considers to be an advantage during the start-up period: "We are very grateful for being able to use the expertise of the highly professional and experienced team in Germany."

The presented products portfolio is selected by local Italian purchasers with 25% of the items coming from Germany. The logistics operations, call centre and commissioned service providers are based in Italy.

HSE24 Italy currently reaches more than 16 million Italian households via satellite and. In the long run, the channel aims to cover around 80% of the households.

"As part of our corporate strategy the channel HSE24 Italy, which acts under its own responsibility, is a further significant step in our European expansion," said Richard Reitzner, managing director of HSE24 Germany and vice chairman of HSE24 Italy. He revealed that the company is considering further channel launches in Southern and Eastern Europe