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Great Universal Stores has confirmed that it will go ahead with a home shopping show on Yorkshire TV, as exclusively revealed in Marketing Week (MW April 10).

GUS will fund six 30-minute programmes as advertising. They will be the first home shopping shows on terrestrial TV. The test will run for six weeks on Thursdays, and will be repeated on Fridays and Saturdays.

The packages are the only means by which the station and the catalogue company can get the shows past the industry watchdog, the Independent Television Commission (ITC).

The move takes advantage of last July’s relaxation in the ITC rules, approved by the then Minister of State Iain Sproat.

The ITC will not allow the programme to be shown until after midnight. Yorkshire TV will not be able to show further ads until 6am.The shows are scheduled in the next three weeks.

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