Tesco’s Clubcard TV goes live today to its 16 million Clubcard holders.

Clubcard TV will offer films and TV shows free online to Tesco’s customers, with content tailored towards families and children.

The service is being developed by the team running Tesco’s film and TV service Blinkbox. Customers will be able to provide feedback on content and additional features they would like to see added.

The service is supported by targeted advertising based on users’ shopping habits. Advertisers include Kellogg’s, J&J, Colgate and Danone.

Titles for launch include The Assassination of Jesse James by the Coward Robert Ford, The Shawshank Redemption, The Only Way is Essex and The Real Hustle.

Kids’ content includes The Wind in the Willows, The Care Bears and Strawberry Shortcake.

Michael Comish, chief executive of Tesco Digital Entertainment, said: “Clubcard TV offers a whole world of free entertainment for all the family. It makes digital entertainment easy and accessible for our customers.

“The reason we can offer great programming for free is because customers will see relevant advertising before and during the movie or TV show they are watching. We’ll use Clubcard data to tell us what might be relevant for our customers and therefore help us deliver a more personalised service.”

The service will be extended to a range of devices including games consoles, tablets, Smart TVs, Blu-ray players and set-top boxes.

Customers can access the service by entering their 16-digit number and some other details such as date of birth and postcode.