Auto Trader is predicting a surge in online car sales after going live on Telewest Communications' Active Digital cable TV service.
Telewest, a leading media and telecoms operator in which IT giant Microsoft has a 23.6% stake, provides multi-channel TV, telephone and internet services to more than 1.6m UK households. Consumers are now able to access more than 200,000 vehicles from Auto Trader's database.
Peter McCullough, Auto Trader Interactive managing director, said the Telewest deal gave the company a third route to market, complementing the existing website - www.autotrader.co.uk - and weekly publication.
"Telewest is increasingly extending its reach with the provision of broadband technology and we look forward to gaining further presence and heightening our profile on this popular medium," he said.