TELEWEST Active Digital has signed up all four major UK tour operators to supply holidays to its forthcoming interactive TV service.
Thomson, Thomas Cook, Airtours and First Choice will be among the 17 firms providing travel content to the service, due to launch on March 27.
Others will include British Airways, Cosmos, Hertz and lastminute.com.
Telewest/Imminus head of travel and leisure sector Keith Webber claimed the leading travel companies had recognised the power of interactive TV as a sales tool.
“TV is a ‘lean back’ medium while the Internet is a ‘lean forward’ one,” he said. “I think the TV environment is more appropriate for browsing holidays than the Internet.”
Telewest is forecasting it will have 500,000 subscribers to its service by the end of the year.