Today's Special Value Now service (TSV Now!)'s video-on-demand shopping retail service- QVC, after a joint venture with NDS Value @ TV technology, is now available on digital media as well.

Consumers can access the 10-20 minute programming segment, aired on the Sky Digital platform 10 times a day, anytime.

Besides enabling viewers to see the product demonstrated, the site also has a live video stream that can be accessed by pressing the red button - QVC Active on the remote control panel.

With help of the interactive service consumer can enter the QVC directory or the interactive catalogue and can click on the desired TSV product.

TSV Now! is a technological first for a live television shopping channel. "Thanks to our partnership with NDS we can maintain our position at the forefront of digital TV retail shopping," said QVC director of engineering and digital media Richard Burrell.

NDS Director of Interactive TV Peter Vestergaard Larsen says: "Until now, video-on-demand has only been offered for movies and sport. We see this added functionality as a key revenue driver for QVC's TV retail shopping service."