US TV shows The Simple Life and American Idol have inspired a new website which allows TV viewers to purchase homeware apparel, furnishings, gadgets and music featured on the programmes., launched yesterday (20MAR06), has forged partnerships with major Hollywood studios, networks and production companies, as well as prominent costume and set designers to supply celebrity merchandise. Other shows currently affiliated with the website include MTV's reality show THE REAL WORLD KEY WEST and the US WB network's What I Like About You, starring Amanda Bynes. Several US daytime soap operas have also signed on including The Young And The Restless, GUIDING LIGHT and As The World Turns. Entertainment Media Works Chairman Jim Rosenfield, whose company launched the site says, "It's like a department store for your favourite TV shows, but without having to leave the house." The website also plans to expand to include items from the latest music videos, as well as feature films.