Thanks Jagan, I didn't try setting it up as a secheduled job, so I cant comment if that would work or not.
Thanks Anju, I had seen that article earlier this morning and tried running the QVDistributionService but it said "This needs to be installed as a service".. but upon reading your post I took another look and had realised that perhaps by using the -r argument the program runs.. and it did.
So I can use the QVDistributionService.exe and the -r argument to execute qvw reloads from within a service or non-interactive process.
The only gotcha, is I had to open the QVDistributionService.exe.config file and change EnableBatchMode from false to true.
Thanks for all the help.