BT has expand its digital downloads store to include complete TV box sets, including Modern Family, Downton Abbey and 24.
The store is available via the ISP’s YouView and Vision+ set top boxes and allows BT TV users to pay for purchases on their standard phone and broadband bill.
It launched in February 2014 with a selection of Hollywood films including White House Down, Quentin Tarantino’s Django Unchained and The Amazing Spider-Man.
Purchases can be watched on a user’s big screen TV or on their smartphone and tablet via an app.
Other TV series available include American Horror, Bones and The Walking Dead.
The addition of TV shows will enable BT to take a bigger slice of the UK’s £620m digital downloads market and help it increase the attractiveness of its TV platform.
Subject to striking deals with rights holders, it could also allow BT to copy Apple’s iTunes and offer top shows such as Game of Thrones at the same time as they’re screening on Sky Atlantic and other pay-TV channels.
Last year iTunes offered the hit show’s Season 4 alongside its weekly transmission on Sky Atlantic.
If BT could strike similar deals it would be able to better compete with Sky which refuses to wholesale its entertainment channels to the ISP.