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The car manufacturer has built on-demand functionality into the portal, allowing consumers to fast-forward, pause and replay the content.

Honda has organised the TV content into four sections. The 'Watch our adverts' channel features the 'Cog' and 'Choir' executions, as well as a series of films about the making of the recent Asimo spot.

An 'Explore our cars' zone showcases its models, while the 'Experience Honda' area includes driving tips and coverage of the Goodwood Festival of Speed.

The channel will also feature content highlighting Honda's racing credentials, such as its F1 sponsorship and involvement in the Isle of Man TT event. In addition, there will be a section of the site that enables viewers to order a brochure and book a test-drive.

The portal, developed by Zype, will eventually evolve into a peer-to-peer service allowing consumers to speak directly to sales representatives via live images on their computer screen.

The car company's move into broadcast content follows an extensive trial on the Tiscali TV platform last year.

Two years ago, rival Audi launched a 24-hour digital TV channel on Sky, broadcasting coverage of the Le Mans 24-hour race, documentaries on models such as the Audi Quattro and celebrity interviews.