A new interactive shopping service is joining Sky's platform, it was announced this morning.

Pleasurezone TV, accessible through Sky's interactive menu, will offer adult toys and clothing along with "sexy" mobile ringtones and logos. The interactive channel will launch on December 18 - at launch, raunchier items will only be available after 10pm although Pleasurezone says that they will shortly be available 24/7 along with more "general" items through a PIN verification system.

Mark Cowne, Pleasurezone TV's founder and CEO, said: "Our early trials with consumers have been very encouraging, and we think there is a definite market out there with couples, both heterosexual and gay, who are keen to view and buy adult merchandise in the privacy of their own home. I think Pleasurezone TV is reflecting a more open and honest attitude to sex in the UK, and I believe the concept will become popular very quickly, both in Britain and in other parts of Europe."