Shopping channel QVC UK has launched an update for its iPad app aimed at providing customers with a platform to interact with each other and the channel while watching their favourite shows.

Users will be able to access a split screen function within the apps streaming video content, enabling them to contact the channel through Twitter, post on its Facebook page, read presenter blogs and channel news, and access additional information about on-air guests or brands.

Users can already watch all four of the brands channels (QVC, QVC Beauty, QVC Style, QVC Extra) through the app, as well as search for items, browse through various departments and make purchases.

“Our customers constantly interact with us, whether by phone, email, Twitter or Facebook,” said Brian Farrelly, vice president of commerce platforms for QVC UK. “Developing this update therefore made complete sense as they can now ask questions and send tweets direct to us while on their iPads, whether at home or on-the-go.”