iMedia Brands mixes demographics and psychographics to drive home-shopping growth

iMedia Brands, the owner of the ShopHQ home-shopping network, is seeking to reach new audiences with channels targeted at particular niches.

Home shopping is a mainstay of cable and satellite television, even as it’s often stereotyped as the preserve of seniors with time to kill and money to spend.

iMedia Brands is the parent company of ShopHQ, a shopping network that primarily competes against QVC and HSN, both of which are owned by Qurate Retail Group in a sector valued at billions of dollars annually.