Hosted by one-time Big Breakfast presenter Gaby Roslin, the on-demand service features five categories of products, namely: home, sport and fitness, beauty and baby, DIY and kitchenware.

BT Vision chief executive Marc Watson said: "Now Vision customers can shop from the comfort of their sofa in the new world of on-demand.

"Our customers can browse each Vision shopping department for a selection of great offers and clever gift ideas. All customers have to do is select the department that they want to explore."

The addition of the service comes hard on the heels of the launch of the Bolly and Beyond channel, which brings Asian-focussed programming to BT customers for a monthly charge of £6.85.