Britain’s second largest supermarket group J Sainsbury is joining forces with cable operator NTL to offer consumers the chance to order groceries through their television sets.

The duo are to set up what they claim will be the biggest interactive supermarket on TV, offering couch potatoes up to 15,000 products, compared with the 20,000 available in a typical store.

Orders will materialise the next day, delivered free of charge for purchases over £50 ($78; €79) and with a £5 charge for those below.

NTL, which boasts over a million digital-TV subscribers, already has interactive shopping deals with Iceland, HMV and Argos. Britain’s TV shopping sector is currently worth around £81 million.

Data sourced from: BrandRepublic (UK); additional content by WARC staff