TV viewers will soon be able to text their television set for discounts on the latest fashion, jewellery and kitchenwear.

Channel 5 has struck a deal with mobile marketing company ZagMe to broadcasting "interactive" TV ads that feature a telephone number for text message responses.

It is an idea already being used by the BBC's Radio 1, which allows viewers to "text in" their requests.

Advertisers on Channel 5 will be able to form personal relationships with viewers who respond, offering discount vouchers or product information via their mobile phones.

ZagMe has already trialled the scheme in the Bluewater and Lakeside shopping centres and said it was hugely successful.

The valuable databases of users who reply to the text message number will be owned joined by Channel 5, ZagMe and the advertiser concerned.

The deal kicks off in November and Channel 5 has lined up two companies - a retail group and utility company - to run the text option on their current campaigns.

Bill Green, the head of ZagMe, said the system would be ideal for advertisers who use TV for time-sensitive campaigns such as special offers from Iceland or Argos.