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Ideal World - buy for the home, kitchen, beauty, fashion.


Ideal World is a British free trade channel. It is owned by Ideal Shopping Direct Ltd. The channel broadcasts from studios in Peterborough.

Ideal World dates back to the 1980s as a mail-order company that sells products through advertising in the national press and at consumer fairs. The company was then called Wrightway Marketing and was run by Paul Wright and his business partner Val Kay.

Ideal World was launched on April 17, 2000 on a digital satellite from a studio in Peterborough.

On March 6, 2001, the Peterborough facility was completely destroyed by fire. For several weeks, the channel broadcast various temporary structures until the main building was rebuilt: it was not fully operational again until September 2002.

On April 18, 2003, the first twinning channel, Ideal World Create and Craft, was launched, and on January 1, 2004, Ideal Vitality began broadcasting. Originally, it was a channel from Goldshield, "Goldshield Vitality", for which Ideal Shopping Direct provided studio recording and broadcasting opportunities. However, by the end of 2005, Goldshield had left the company. Ideal Shopping then broadcasts a similar channel focusing on health and beauty products from the Ideal range called "Vitality". Then "Ideal Viability" was eliminated and replaced by highlights from past shows "Ideal World", the channel was renamed Sky EPG as "Ideal World 2". Ideal World 3, and then, repeating the show Ideal World 2.

On April 23, 2004, Ideal World began broadcasting on Freeview.

On March 3, 2010, Ideal World 2 was renamed Ideal Extra, and Ideal World 3 was renamed Ideal & More. On the same day, the ideal Extra was released on Freeview.

In 2011, the company was excluded from the AIM stock market after the acquisition by the investment fund Village Ventures, Inflexion Private Equity. The company was later sold to The Blackstone Group in 2015.

Ideal World was acquired by the Aurelius Group in July 2018. Aurelius was originally owned by Bid shopping and its subsidiary Bid tv between 2009 and 2013.

Ideal World and creation and creation on ITV
On August 1, 2019, Ideal World and Create and Craft began broadcasting live on ITV between 12:00 and 03:00, replacing Jackpot247 (formerly Challenge Jackpot). Ideal World plans to be the first British retail channel to be broadcast in full high definition. Now there are new cameras running in Full HD format.