UK commercial broadcaster Channel 4 has begun selling DVDs and Blu-ray discs direct to consumers through an online retail division - Channel 4 Store - launched in the first week of December with 120 titles.

Edward Hall, Operations Manager, said a further 120 titles will be added by the end of this week. "We have plans to expand this in the future, adding trailers, merchandise, etc."

Offers include distinctive films and TV series Channel 4 produced or co-produced such as Trainspotting, This is England, The Inbetweeners Movie, The Peep Show.

From 10-19 December, registered C4 viewers - whose number is set to exceed 6 million by the end of the year, and growing by more than 10,000 a day - will receive a 10% discount at the Channel 4 Store.

The broadcaster is running a competition during this pre-Christmas period, where registered viewers are invited to answer a daily question online to win prizes such as signed scripts, set tours and connected devices.

In the new year, a £10,000 prize will be up for grab for registered viewers who correctly identify 20 faces hidden during the Channel 4 Mash Up programme on 4 January, according to Broadcast.

Story filed 11.12.12