Tesco has inked a deal with BBC Worldwide to screen programmes through its new Clubcard TV digital streaming service.

The free service, open to Clubcard holders and funded through targeted advertising based on users’ shopping habits, will feature cookery shows by chefs including Antonio Carluccio and Gary Rhodes.

It will also feature BBC comedies including Goodness Gracious Me and Alistair McGowan’s Big Impression as well as drama series.

Clubcard TV, which launched last month to 16 million customers, was developed by Tesco film and TV service Blinkbox and already features content from film giants Aardman, Endemol and Warner Bros.

Clubcard TV managing director Scott Deutrom said: “With this deal we’re adding a raft of new TV titles to our expanding catalogue, providing access to even more great digital entertainment in a way that’s easy and accessible for customers.”