QVC returns to Japan

Shopping channel to partner with Mitsui

TOKYO — Home shopper QVC is coming back to Japan in July in the form of a joint venture with the Mitsui trading house.

William Costello, senior VP of QVC, told a press conference Monday that QVC Japan will be inaugurated in July to begin an around-the-clock shopping channel via the SKY PerfecTV platform and cable networks next spring. QVC had a disappointing experience in Japan several years ago and pulled out of the Mall of TV shopping channel in 1998.

The shopper will square off against the 4-year-old Jupiter Shop Channel, which belongs to the Home Shopping Network and to Sumitomo, which also airs on the same satcaster.

QVCJ, to be capitalized at 5 billion yen ($47 million), will be headed by prexy Hayashi Sasaki, a top exec from Sumitomo’s Media Business Division.

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