QVC drops active in favour of multichannel approach

August 12, 2013 11.22 Europe/London By Julian Clover

QVC, one of the pioneers of Red Button activity outside of the BBC is to switch off its QVC Active channel on Sky Interactive, and will instead launch two new channels.

QVC Style, showcasing the best of QVC’s fashion, fashion accessories and fashion jewellery, and QVC Extra with a window on the shopping channel’s entire range will launch on Tuesday.

It says customers are increasingly choosing to use smartphones and tablets for ordering. As if to illustrate the point the two channels will both be streamed online as well as carriage on Sky, Freesat and Freeview, the latter taking advantage of internet connectivity.

“The launch of these two standalone channels follows the previous huge success of QVC Beauty which trod the same path,” commented Brian Farrelly, Director of Media Operations. “These new specialist channels are a logical next step for us as they give viewers the choice of watching our main channel or a QVC channel featuring products of interest to them with another opportunity to see our best products in case they missed them the first time around. The decision to switch off our interactive service on Sky Interactive was made as these channels are now available on more platforms, and our customers are increasingly using our mobile apps or the web as opposed to the interactive service to purchase items.”