Which? to launch TV show with view to home shopping

Consumers’ Association (CA) magazine Which? is planning to launch a masthead TV programme that could extend to TV-based home shopping.

The development comes as Which? launches a pilot repositioning campaign through Claydon Heeley International to attract a broader and younger market and bolster falling circulations.

Marketing director David Sneesby says: “The Which? brand lends itself very well to masthead TV and, as the whole realm of digital TV opens up, there are all sorts of possibilities. We are looking at masthead TV at the moment and have had tentative discussions with a number of broadcasters.”

Which? launched a home shopping service through Value Direct magazine just over a month ago which is seen by the CA as a natural extension to the masthead TV project. The Value Direct service offers competitively priced goods, which have been tested and effectively endorsed by the CA.

The TV, radio and poster campaign aims to convey the breadth of sectors covered by Which?. The executions target mobile phone users and first-time home owners.

The pilot campaign will be launched this month and run until February. Media is through The Media Business.

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