Sainsbury’s has ramped up its push into digital media with the announcement that it will offer movies and TV shows on demand.

The retailer has licensed US business Rovi Corporation to provide video services - a move that follows its acquisition of ebook retailer Anobii this year and online entertainment company Global Media Vault in 2011.

Sainsbury’s said the Rovi deal would allow it to provide customers with an extensive library of video titles, and new releases on the day they came out. The service would initially be available through Sainsbury’s Entertainment website, but was set to expand.

“On-demand video supports our customers as they progress from consuming content on physical disc to accessing entertainment on a range of devices,” said Sainsbury’s development director Luke Jensen.

Tesco offers digital video through Blinkbox, which it acquired last year. Clubcard holders who buy selected movies on DVD or Blu-Ray through Tesco are given free access to a digital version on Blinkbox.