|Tesco has announced a new, free on-demand TV service which will allow its 15m loyalty customers the chance to watch shows and films online.
The service is expected to be rolled out this year.
Clubcard TV will be powered by online video provider Blinkbox, which is owned by the supermarket giant.
It will be available exclusively to 'Clubcard' customers.
The supermarket is boasting "thousands" of movies and TV shows via the new service. Although no information has been released on the exact nature of the movies and shows, the online website is showcasing family films and children's progamming.
The new online service will come to the market amidst fierce competition from the likes of Netflix, LoveFilm, Virgin Media, BT Vision, YouView, BBC iPlayer and BSkyB.
It is currently closed as part of a "test phase" but will be opened to Tesco Clubcard holders soon.