Britain’s inventors, makers, and licensees of products are being given the chance to sell their new wares in front of potential customers and the buyers of major retailers in new Channel 4 series Buy It Now, presented by comedian Brian Conley.

The new daytime series produced by Studio Lambert will invite individual sellers to showcase their product to an audience of potential customers. Pitching anything from toys to clothes to gadgets, each seller has only 90 seconds to get the customers interested – and retain them when they reveal the price of their product – as the customers will be parting with their personal money for the product.

This audience are in effect a market research group for a handful of professional buyers for large, well-known retail organisations who are watching the seller and the customers. If the seller makes a sale to the audience they get the opportunity to do business with the retailers, if not they are spun off the revolving stage, making way for the next seller.

Brian Conley says: “I’m looking forward to being involved in this fantastic new show. This is a great opportunity to showcase your design idea to the country, it’s going to be lots of fun and I cannot wait to get started!”

Channel 4 Commissioning Editor Tim Hancock said, “Buy It Now takes the business pitch show and spikes it with glossy entertainment values. We love how it speaks to our viewers’ love of regular people doing extraordinary things, and we can’t wait to see what the British public have been tinkering away on in their garden sheds.”

Weekdays at 5.30pm on C4 from April 16.