TV shopping channel Ideal Shopping posted a first half pre-tax profit compared to a loss the year before with trading in the second half in line with management expectations.For the 26 weeks ended 4 July 2010 pre-tax profit was £2.89m compared to a loss of £1.2m a year earlier. Revenue for the period increased to £56.58m from £47.42m the year before. Chairman Paul Wright commented, "We are optimistic for the second half year. Trading in the first eight weeks of the second half of the year has continued positively and is in line with management expectations." Like for like sales (excluding Lead The Good Life) increased by 11.4% to £52.8m.An interim dividend of 1.50p has been declared.