Lastminute.com has signed up with Sky Digital to provide its travel and entertainment ticket services to shoppers using interactive TV.
As of today, Sky viewers will be able to access lastminute.com's array of travel packages, theatre tickets, restaurant deals and a varied cornucopia of other cut price offers simply by pressing 'the red button' on their remote control.
lastminute.com co-founder and group managing director Martha Lane Fox said in a statement: "The launch with Sky Active marks lastminute.com's first entry into digital TV, a medium that we believe is well suited to selling lastminute.com's lifestyle products to new and existing customers."
"Using Sky Active further builds on lastminute.com's multi-channel, multi-platform strategy," she added.
Tobin Ireland Commercial Director Sky Interactive, said: "BSkyB is delighted with the launch of one of Europe's best known and trusted Internet brands on Sky Active. lastminute.com's high-quality range of travel and entertainment deals will be a valuable addition to the array of products on offer to Sky Active users."
Sky Digital has 6.7 million customers in the UK and Ireland.