TV shopping channel Ideal Shopping said it expects to report a "substantial" profit in the first half of 2010.The group also said that it feels it can reintroduce a sustainable dividend policy when the interim results are announced in September.Ideal Shopping said 2010 continues to be encouraging with total sales, including the recently acquired Lead The Good Life (LTGL), up 17.9% over the same period of 2009. Excluding LTGL sales, Group sales have increased by 10.5% over the same period in 2009. "We expect to report a substantial profit in the first half of 2010, which is a major improvement on the £0.9 million trading loss incurred during the first half of 2009," it said.Chief executive Mike Hancox said: "Whilst we remain cautious over consumer spending patterns in the second half, we are confident that Company strategy will continue to deliver a robust performance through the second half year".