Stmt.re Broadcast Platforms

Ideal Shopping Direct PLC
23 April 2004


                           IDEAL SHOPPING DIRECT PLC
 
                IDEAL SHOPPING DIRECT TO BROADCAST ON FREEVIEW

The Board of Ideal Shopping Direct Plc ("Ideal Shopping Direct") is pleased to
announce that it is adding digital terrestrial television (DTT) to its current
broadcast platforms, which currently include Digital Satellite and Digital NTL
Cable.

The Company's core live home shopping channel, Ideal World, will now be
broadcast as part of the Freeview line-up to an estimated 3 million new homes
which will extend its reach by over 35% as from 23rd April 2004. Inevitably it
will take time to build both an audience and customer base amongst this new
market segment as it did when Ideal World was launched in April 2000 on the
digital satellite platform to a then estimated 2.5 million homes. It is
therefore not anticipated that the revenues generated from the Freeview audience
will increase earnings in the current financial year, taking into account the
access charges for this platform.

Commenting on this news Jim Hodkinson, non-Executive Chairman of Ideal Shopping
Direct, said:

"This is a most important strategic development for the Company as it further
extends our reach to a fast growing audience of new potential customers via the
DTT platform.. It also ensures that whichever broadcast platform is an
individual viewer's preference, they will be able to access Ideal World. When
the current analogue signal is switched off, which Ofcom hopes to be no later
than 2010, Ideal World will then be available in an estimated 26 million UK
households".

ENDS

For further information contact:

Ideal Shopping Direct Plc

www.idealshoppingdirect.co.uk

Paul Wright, Chief Executive    Tel: [phone]
                                E-mail:
                                [e-mail]

IKON Associates

Adrian Shaw                     Tel: [phone]
                                Mobile: [phone]
                                E-mail: [e-mail]




Notes for editors

   •Ideal Shopping Direct runs one of the UK's leading live TV Home shopping
    channels, Ideal World on digital satellite channel 635 and digital cable NTL
    channel 855. Ideal World broadcasts 24 hours a day including 16 hours of
    live programmes daily. The channel can currently be accessed by an estimated
    household population of approximately 8.3 million homes (digital satellite
    7.0 million; digital cable NTL 1.3 million). The Company also operates two
    other shopping channels, Create and Craft which runs 24 hours a day on
    digital satellite channel 695 and Ideal Vitality which is broadcast on
    digital satellite channel 667.


   •The Company serves the "direct to home" market via TV home shopping. The
    Company's branding has a quintessentially British feel focussed on providing
    a wide variety of products in an entertaining and appealing way, building on
    three basic principles: family, friendship and fun.


   • Ideal Shopping Direct Plc has been listed on AIM since February 2000.





                      This information is provided by RNS
            The company news service from the London Stock Exchange