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The Ministry of Sound is stepping out with ITG, the UK’s largest independent ISP, launching a new branded Internet and subscription service called ministryofsound.net. ITG’s chief executive, Laurence Blackall, said: “Agreements like this are the beginning of a trend where services address a very specific community of interests. In this instance it’s dance, but we’re seeing it across the board and Bowie.net is a good example, where an ISP is specialising in services for David Bowie fans.” Blackall said that this type of alliance strengthens bonds between brand name companies and their customers and that ITG is now looking more closely at the entertainment sector. “To date, media groups, banks and retail organisations are the most advanced operators,” said Blackall. ITG will operate the dedicated connectivity service from December 16, and the service will be promoted and launched by a CD-ROM distributed on the January edition of the Ministry magazine.®

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