Sainsbury's joint venture with the Carlton Food Network could be up and running by the end of the year. And sources suggest it will adopt the Sainsbury's Taste for Life catchline as its name. E-commerce director Patrick McHugh confirmed the two companies had begun joint commissioning of programmes but said Jamie Oliver, frontman of the new JS ads, would not be appearing due to his BBC contract. The new channel ­ which still needs regulatory approval ­ will offer an interactive dTV ordering service where viewers can add products to their shopping baskets as they watch food related programmes. McHugh said the Carlton deal gave Sainsbury much more than the "walled garden" approach of rival retailers on interactive dTV. "That's important because we think it will be more important than the net in e-commerce in groceries." {{NEWS }}