Telecoms giant BT has announced two "ground-breaking" deals with broadcasters Sky Digital and ITV Digital which will lead to customers being offered discounts of £30 on some subscriptions.
The link-up with ITV Digital allows access to 34 general entertainment channels and a "season ticket" to watch 200 live soccer matches, for £19.99 a month.
The Sky deal will give customers a £30 discount off the cost of the company's entertainment packages or pay-per-view films and soccer games.
All BT's 20 million residential customers will be eligible for the offers unless they have existing contracts with ITV Digital or Sky.
"Our customers sometimes mistakenly believe they need to move their telephone line to a cable operator to get access to digital TV," said Angus Porter, managing director of BT Consumer.
"That is absolutely not the case and with these new deals we'll be taking that message right into our customers' living rooms as part of our joint marketing campaign."