Simply Television is launching four editorially driven TV channels, including a history channel, to complement its existing range of shopping channels.
The channel developer is due to launch Simply Nature, a wildlife and nature channel on September 2, to be followed by a history channel called Simply Nostalgia on September 9. Another factual channel and an ethnic channel will be launched later in September on the Sky Digital platform.
Content will be supplied through deals with the film library Parthenon Entertainment, which has given content in return for revenue share, and HIT Entertainment.
Simply Television has previously focused on the development of retail-based channels and this move into editorial is part of a plan to develop a range of different types of channels, including channels developed in partnership with brands.
At first, the new editorial channels will carry no advertising, being funded by the home shopping side of the business. But it is the aim of Simply Television’s managing director Henry Scott to sell advertising or sponsorship of content for the channels. He says: “I would like to contract the ad sales function out if I can find the right partner. Otherwise we will do it here.”
Simply Television operates seven channels “free to air” on the Sky Digital platform, including Simply Shopping and Simply Jewellery.
It took over the news and current affairs company Phoenix Television in April with the aim of using its production skills to produce branded channels for mail-order, Internet and bricksand-mortar retailers.