Prudential is about to sell its home and motor insurance products on digital television after signing a deal with Telewest's Active Digital service.

As a pre-emptive move, the insurer is launching a consumer magazine about e-shopping for the TV channel's 250,000 customers. Head of ecommerce Jaz Saggu said new customers were saving an average £60 when they switched their car insurance to the Pru, and £80 with home insurance.

“Instead of ringing round for a quote over the phone, people will soon do it on DiTV during an advertisement break while wathcing their favourite TV programme,” he said. To mark the launch, the Pru is offering a 20% discount to the first 1,000 Telewest Active Digital subscribers who request a home insurance policy.