Now coming to your TV – channels from the web

The company, based in Wensley in North Yorkshire, said the iViewer TV will allow consumers to stream BBC iPlayer directly through their TV sets without the need for a set top box or games console.

The iViewer connects to the internet directly through a broadband service via an ethernet cable or Wi-Fi dongle.

The TV, which is available exclusively at Marks and Spencer, will stream internet based media that was previously only available through a computer.

In addition to accessing BBC iPlayer directly, the iViewer can also stream YouTube and a number of other online channels.

It can also access a home computer so pictures can be viewed directly through the TV.

Additional online channels that can be streamed directly through the iViewer include Disney Movies Preview, Movie Rush, Autocar Magazine, Sky Sports Boots and All, the CNN daily video podcast, Jamie's Ministry of Food, Delicious TV Veg, Revision 3 Diggnation and the Larry King video podcast.

Available in 32" and 26" models, the iViewer TV includes integrated digital freeview channels, two HDMI sockets, fast channel search and seven-day electronic programme guide.

The 32" version comes with High Definition.

The 26" version costs 399 and 499 for the full HD 32" version.

Cello Electronics is a leading manufacturer of affordable TVs which has been operating since 2001.

As well as selling its own brand products via retailers including the Co-op, Netto, Sainsbury's, JD Williams, Express Gifts, Bennetts Retail, Tesco (Southern Ireland), Staples and Office Depot, Cello also owns an additional brand Neon, which is sold exclusively through Morrisons.