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The site, which will be at ExpressShopping.tv, will go live this August when the channel also launches.

Zendor said that the design of the site will reflect the identity of the new channel, which aims to provide shopping and entertainment, all rolled into one.

The website will also be integrated with the TV programme through timed banners reflecting the programming.

The Channel is a joint venture between Desmond's Northern & Shell Network, which owns Express Newspapers, and fulfilment company N Brown, which also owns Zendor.

It will be broadcast from Northern & Shell Tower in London's Docklands and will have 100 staff. Desmond also owns soft porn channel Television X.

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