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 Ideal World Live (UK)
Ideal World is a shopping channel in the UK whose sister shopping channels include Create & Craft, Ideal Extra and Craft Extra. It is owned by Ideal Shopping Direct Plc. Their sister health and beauty channel, Vitality, closed early in 2008. Ideal Shopping Direct also sell plants and flowers through Garden Bargains.com and pet and pet supplies/accessories via lovepets.co.uk (formerly known as Animal Bargains.com). The channel broadcasts from its studios in Peterborough. Ideal World currently broadcasts live 17 hours a day, with Create & Craft live 9 hours a day.
Founded in the 1980s as a mail order company selling products via national press adverts and consumer exhibitions The company was then called Wrightway Marketing and was run by Paul Wright and his business partner Val Kaye. The company later produced its own catalogues, inserted into the Daily Mail, and sold at the Ideal Home exhibition.
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