British Gas is to launch a £100m customer loyalty scheme in April.
The programme will include discounts on energy or Sky entertainment packages.
Energy firms have been under pressure from the government not to punish loyal customers as campaigners have urged consumers to switch to cheaper tariffs.
The firm declined to comment when asked by the BBC whether offers such as Sky TV would make it harder for customers to compare tariffs.
While energy regulator Ofgem said it wanted to see an end to complex tariffs, the competition watchdog said the move was stifling competition.
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