The channel, operated by local outfit Response Architects and founded by Nigerian entrepreneur Isi Abebe with investment form London-based Expert Media Partners, will market a range of lifestyle, fitness and kitchen products from multiple retailers using TV as is main sales channel. Viewers will also be able to place orders via mobile phone.
The channel will kick off on December 1 with an informercial promoting anchor product the Copper Chef pan, with a TV campaign run on DStv, EbonyLife, TVC and Sliverbird TV.
Ed Hall, managing partner of EMP said: “We have worked on complex broadcast projects in Nigeria since 2003, and have developed plans for television shopping in East and West Africa in the past so we know the importance of having the right team in place. Abebe has a wealth of experience and contacts within the global DRTV industry and the proposition is compelling, so we’re delighted to be early-stage investors in this business.”
Adebe said: “We’re excited about this project having observed Nigeria’s logistics and payment platforms mature over the years. We’re confident that we can make it work and we have a line-up of great products and offers from across the globe that we feel will appeal to the Nigerian market.”