The Homeshop18 channel has expanded its distribution network across India through a deal with Sun Direct – adding to its existing presence on the Airtel Digital TV, Big TV, Dish TV, and Videocon D2H DTH satellite TV platforms.

India’s first home shopping channel hopes the tie up will strengthen its penetration in South India, where Sun Direct is particularly prevalent. Homeshop 18 aims in particular to gain ‘a good footing’ in Andhra Pradesh, Karnataka, Kerala and Tamil Nadu.

“HomeShop18 is the name synonymous with value shopping in India,” said the channel’s chief executive, Sundeep Malhotra, following the deal. “We receive calls from over 3000 cities and towns in India and we are happy to extend our services further to the viewers of Sun Direct across the country.

“Expanding our reach will help us break language barriers and provide a superior home shopping experience. And, what better way to expand than to tie up with leading DTH player Sun Direct, adding over 6.7 million households to our existing reach,” he added.

Mahesh Kumar, chief executive officer, Sun Direct said: “This association reaffirms our commitment to deliver value to our customers. This tie-up will help us bring a world-class home shopping concept offering a wide variety of products and services that our customers can pick and choose without having to move out of home”.