The venture proved to be a failure, as live programmes were axed after a few months on the air, and Kleeneze pulled out in late 2006.

In early 2007, JML secured a deal with HSN to take over the Sky EPG slots belonging to their shopping networks iBuy and iBuy2, which HSN had previously put the slots up for sale after announcing the closure of iBuy.

On 25 April 2007, JML announced a joint-venture infomercial channel with Responze TV's US subsidiary Reliant International Media called Showcase TV, which would showcase a mix of US and international infomercials from Reliant’s product range.

[3] On 6 May 2008, as part of the official launch of the Freesat platform, JML Lifestyle was added on channel 810.

[8] On 31 March 2009, Rocks & Co. ceased broadcasting its 5-hour Freeview block on channel 49 and on 1 April 2009, it was replaced with 5 hours of Gems TV, which took over the slot following the closure of Gems' previous 3 hour slot on channel 44.

This arrangement saw UK Direct Shopping infomercials in the slot from 6am-8am, followed by Rocks & Co. content from 8am to midnight and then the Super Casino broadcast feed thereafter.

[10] To access the service, viewers have to go to the Interactive menu on their on-screen guide, follow the link to the TV Keys launch page and enter JML's TV Key (565 – the equivalent of the letters "JML" on an alphanumeric keypad).

Summer 2009 saw Rocks & Co. take over the 12am-2am slot on CNN International's Freeview channel (EPG 84) which had previously been leased to SuperCasino.

In August 2009, Pitch TV owners Pitchwell Group fell into administration, and their channels were temporarily leased out to JML until a buyer could be found.

On the same day, due to the launch of Quest, Rocks & Co. moved as part of a nationwide general Freeview retune.

Rocks & Co. also announced that they would not renew their contract with JML to continue operating their channel, and that they would plan to leave the platform.

[13][14] On 14 November 2011, JML and ITV plc launched a joint-venture network called The Zone on Freeview channel 39, but was not available in Wales until 9 January 2012.

[15] Dubbed a "chatmercial", it combined the visual language and style of a chat show format with TV home shopping and was shot in front of a studio audience.

It broadcast across ITV's late night two-hour retail teleshopping schedule on Sundays, and overnight on ITV4.

The shows included products from cookware to shapewear, DIY lines and celebrity brands such as Myleene Klass Nails.

On 18 January 2013, JML Cookshop's Sky slot was sold altogether, ending the broadcast of the network.

[18] On 1 October 2013, The Zone was rebranded as The Store, replacing JML Living on Sky, broadcasting 24 hours a day, and between 6pm and 6am on Freeview.

The slot on Freeview remained named as "The Store", with Jackpot 247 broadcasting every night, followed by Teleshopping.

The Store was eventually removed from the Freeview platform in January 2019, marking the end of the channel.