Two television entrepreneurs in California think they have just what America needs: a 24-hour shopping channel for guns.

Using the tag line “Live Shopping. Fully Loaded,” GunTV aims to take the QVC approach of peppy hosts pitching blenders and face-firming lotions and adapt it to the sale of “a vast array of firearms,” as well as related items like bullets, holsters and two-way radios.

The project is the brainchild of Valerie Castle and Doug Bornstein, two home shopping industry veterans based in Rancho Mirage, Calif., who saw what looked to them like an untapped market.

GunTV said it expected to debut Jan. 20 via national satellite and cable television providers. It will begin by airing just six hours a day, then plans to ramp up to 24 hours a day by the beginning of 2017.