Due to launch in July, CheckOut TV will be broadcast on shopping channel Ideal World and will consist of a one-hour show screened four times over a two-week period in which up to 10 products will be demonstrated and reviewed.
CheckOut TV will offer viewers the chance to learn more about a selection of products before opting to sample them for free in their own home with only a small charge for postage and packaging.
After each show, a database of subscribers will be collected enabling participating brands to evaluate products, gain feedback, and continue to talk to subscribers through bounce-back offers and incentives.
Brands will be able to incorporate current advertising campaigns and promotional footage, while all fulfilment and data processing is handled through CheckOut TV's call centre and state-of-the-art handling facilities.
Peter Noorkoiv, managing director of Ignito, said: "The real challenge for brand owners today is to discover a media platform where willing consumers actively listen to a brand story and then choose to interact with it in their own homes. CheckOut TV meets this challenge, giving brand owners direct and immediate access to a large and loyal TV audience through one cost effective and hassle-free format that can be shaped and evaluated."
CheckOut TV is currently negotiating with brand owners for the upcoming slots, which include shows such as food and cooking, household goods, wines and spirits, health and beauty, and pet care.
Ideal World is available to 14m households through Freeview, Sky and NTL. It recently featured on BBC Two's 'The Apprentice' with Sir Alan Sugar.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the