BT has added to the appeal of its TV service by launching two new add-ons - HD Extra and Kids Extra.
Customers are also being given the chance to build their own TV packages, including only the channels and content they want to watch.
From this week, viewers can add a host of extra channels to the core Entertainment pack, which offers 18 pay-TV channels for £7 per month.
For £3 per month, they can take advantage of the HD Extra pack - which features high definition versions of many channels, including BT Sport 1 and 2, and ESPN.
Kids Extra is available for the same price, offering popular children's channels including Nickelodeon, Disney, Boomerang and Cartoon Network.
The channel bolt-ons are available to all customers with BT Infinity who take the Entertainment pack.
And under the new 'three for £20 deal', new customers can take out Infinity fibre-optic broadband, the Entertainment channels pack, BT Sport and a YouView box.
This deal is available to BT TV subscribers until December 9th 2013.
Meanwhile, BT is changing its on-demand offerings to flexible monthly bolt-ons - with the Kids and Music add-ons priced at £3 and the Film & TV Box Sets at £5.
Customers can also benefit from BT TV's recent deal with Sky by adding 11 Sky Movies channels for £16 a month.
Alex Green, Director of TV for BT, said the new line-up is "undoubtedly BT's strongest TV offering" to date.
"BT TV now offers over 100 TV channels, including more than 50 delivered via our broadband network," he stated.
"We can offer a fantastic HD quality experience through the power of fibre, and there’s something for all the family with our great new Kids channels.
"We know that customers don’t like paying a fortune for hundreds of channels they never watch so we’re making things easier for them and putting the choice in their hands."