Chief executive Paul Wright said the VIP Club, intended to showcase FMCG products in a one-hour programme and then send out free samples to viewers, had not appealed to major companies such as Unilever and Procter & Gamble.
Wright said he would now target marketing directors at one-to-one meetings to promote the channel as a direct route to consumers, focusing on the advantages of demonstrating the products on TV over traditional advertising.
Ideal Shopping Direct is watched in 2m homes each week.
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