Bid-up.tv, the interactive auction broadcaster, has launched a £2.5m promotion with Freeview and set-top box manufacturer Thompson to push the channel on the digital terrestrial TV platform.
Thompson will insert 250,000 leaflets into the packaging for its set-top boxes, each containing a £10 voucher that can be redeemed against any Bid-up.tv purchase.
Bid-up.tv, which also operates the Price-drop.tv channel, is available on all of the digital TV platforms. But marketing director Christien Haywood said the Freeview audience is proving the most profitable.
"We have a higher response from our Freeview channels than we do from any other platform," he said. "We are the 11th most popular channel on Freeview and want to be in the top five."
Freeview, which launched in October last year, has been a runaway success and is in an estimated 2.5 million homes in the UK so far.
Informa Media projected, however, that the rate at which new customers are signing up would drop next year.