Tesco has continued to ramp up its bid to become a serious player in the digital TV market, after signing a raft of content from ITV.

Under the deal the retailer has snapped up the rights to show episodes of shows including A Touch of Frost, Cracker, Inspector Morse and Prime Suspect on its new ad-supported Clubcard TV.

“This is a significant new deal for us as many of the shows added will appeal to our heartland audience,” said Clubcard TV MD Scott Deutrom.

In total more than 160 TV episodes will be available to Clubcard members  after the move, also incuding Cold Feet and The Darling Buds of May , as well as episodes from cooking shows Hell’s Kitchen USA, Britain’s Best Dish and Great British Food.

 It follows a similar move for BBC Worldwide unveiled by Tesco in April, a month after the launch of Clubcard TV.