BT has signed a deal with Universal Music which enables its subscription TV viewers to play albums from a host of top artists at no additional charge.
The new service is a boost to BT’s existing music platform, which already offers around 2,500 music videos, karaoke and concerts.
Hundreds of thousands of BT TV customers will now be able to access advert-free music streaming from artists signed to Universal.
They will be able to access recent releases and also classic albums from the record label's extensive back catalogue.
Existing BT TV Unlimited customers will have the Music bolt-on included in their subscription for free, giving them access to a host of LPs new and old.
Meanwhile, other BT TV subscribers can add the service to their package for £3 per month.
Alex Green, Director of BT TV, said the service provider is "really excited" to have signed the contract with Universal Music.
He added that the service provider is hopeful of building on it by agreeing similar deals with other labels in the future.
"This takes our music offering to another level, at no additional cost to customers," Mr Green stated.
"It will allow them to enjoy a whole album at times when they are not necessarily able to sit down and watch the TV."
BT said the latest innovation is its "biggest step" in developing a service that offers on-demand music via the TV.
And the service provider suggested its improved Music service will allow it to steal a march on other TV and broadband providers in the UK market.
"Sky does not currently offer its own music service, Virgin Media only offers an introductory discount on a Spotify subscription and TalkTalk’s service does not offer full albums," BT stated.