BT today announced an alliance with ITV Digital and BSkyB to provide discounted subscriptions aimed at stopping customers switching to rival cable companies.
People can expect up to £30 worth of discounts on selected packages, and can choose from 34 separate entertainment channels. A season of sporting events can be viewed for £19.99 - knocking £3 off rival operators' packages.
"The deal allows more people to take part in the digital revolution at an affordable price," said a spokesperson at BT. "The convenience of them being able to use their existing telephone service provider is also a great benefit."
The venture coincides with ONdigital's announcement earlier this week to relaunch itself as ITV Digital.
Plans to extend BT's services through its broadband connection are rumoured, but BT insists for the time being it is only interested in partnerships with broadcasters.
The service will be available to all BT customers who are not already under contract with either ITV Digital or Sky.