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The supermarket chain said the service, which went live on Monday, will offer NTL customers the same range of products that are available in high street stores. Orders placed before 9pm will be delivered to customers' homes the following day at a cost of £5.
Robin Lassiter, director of home shopping at Sainsbury's, said the iTV service will help the retailer boost customer numbers in areas where it does not have many outlets but NTL, which has 1.2 million subscribers, has a strong presence. "We have linked up with NTL because it has the best platform and a good geographic fit with our home shopping service," he said.