June 14, 2010, 5:29 PM

HSN adds a second shopping channel

HSN will launch HSN2 in August.

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ESPN added ESPN2 to meet sports fans’ perceived lust for more programming. HSN apparently believes shoppers also want more home shopping options and the TV and web retailer announced today plans to add a second shopping channel.

HSN Inc. says it plans to launch its second channel on the Dish satellite network this August. HSN2 will premiere Aug. 1 and will feature 24-hour product programming.

"We are excited to launch HSN2 and provide our customers greater access to additional viewing and shopping options," says HSN CEO Mindy Grossman. "With different personalities, great brands and products airing simultaneously on each of our channels, customers will enjoy twice the entertainment, inspiration and discoveries."

HSN says the channel will serve as a platform to test ideas and develop new business opportunities for the retailer. The channel’s programming, primarily repeats of shows already aired on HSN, will in some cases complement the programming on the main HSN channel and in other cases provide an alternative to it, depending on the day and time.

"HSN is committed to being a leader in transactional innovation and exploring ways to grow and reach our customers through multiple platforms," says John McDevitt, vice president of advanced services for HSN.  "HSN2 offers yet another means for our customers to access the high quality production and engaging shopping experiences they have come to expect of HSN."

HSN, No. 25 in the Internet Retailer Top 500 Guide, says for the first several months, the channel will focus on feedback from HSN2 viewers and customers to assess its programming.

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