Subscribers to Sky Digital – the pay-TV platform of Rupert Murdoch’s BSkyB – can now buy credit for their mobile phones via their television remotes.

Introduced this week, the interactive phone credit service currently applies only to T-Mobile and Virgin Mobile, though the other networks are preparing similar schemes for the platform. Sky’s mobile section also offers news alerts, text messaging and ringtones.

The development is significant as it could be applied to other interactive payment methods, such as holidays, travel, insurance, mail order, event or sports bookings.

Data sourced from:; additional content by WARC staff