dabs.com owner goes on TV

David Atherton, the founder of dabs.com, is launching his own interactive shopping channel on digital TV.

Technology TV goes live from 18 October on the Sky platform. The station claims an equal divide between editorial and interactive sales programmes. It hopes to tempt viewers looking to learn about new technology and generate revenue through direct sales to those viewers.

Andrew Milligan, managing director at Technology TV, told The Reg: "We're still finalising our retail partners. Dabs.com will provide computing products and we have best-of-breed internet retailers for the other areas - gaming, home entertainment and mobile phones.".

Retail partners will provide all logisiics and delivery services. They will also help push viewers to the channel by marketing it to their existing customers.

Milligan said: "We want to be informative and educational - to make Top Gear-style magazine shows."

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