TV shopping giant QVC will broadcast in a new night slot on ITV after rules came into effect allowing terrestrial TV stations to run teleshopping during late-night hours.

QVC will be one of the main partners broadcasting on ITV after midnight from May in a six-month trial.

The Zone will be ITV’s new “place to shop and play” and launches following new rules announced by Ofcom last year.

QVC UK chief executive Dermot Boyd said the deal gives QVC a chance to further extend its audience, and reach some shoppers who have not previously had chance to see its products and brands.

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