Amazon-owned film and TV subscription service Lovefilm has signed deals to give its customers access to archive shows from the BBC and ITV.

The move, seen as preparation for the UK launch of US rival Netflix, covers classic titles such as Doctor Who, Spooks, Planet Earth (all BBC), Prime Suspect, Cold Feet and Secret Diary of a Call Girl (ITV).

Lovefilm has just under 2 million customers taking advantage of its various on-demand services. It offers content via platforms including PCs, Macs, internet-connected TVs, Sony PlayStation 3, Microsoft’;s Xbox 360 and tablets. Aside from Netflix, its major rival in the on-demand space is retailer Tesco, which recently acquired indie company Blinkbox.

As this issue closed, Netflix CEO Reed Hastings was in the UK to launch a UK version of the service.  Prior to launch, the company signed content deals with BBC Worldwide, Lionsgate UK and MGM.