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BTopenworld in multi-million broadband push

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BTopenworld is to launch a major marketing push to promote its broadband service.

In a move designed to capitalise on its dominant position in the market the ISP is to launch its first consumer TV ad and lead a major promotional drive in high street stores.

It's understood that the three month campaign could cost BTopenworld as much as £10 million, although the ISP refuses to say exactly how much it will spend.

The TV commercial will run in April and is backed by press adverts.

From next week BTopenworld begins distributing two million broadband disks through high street stores, enabling people to sign up to its DSL service.

The ISP has also signed agreements with several as yet unnamed computer manufacturers which will put its registration software on 6.5 million hardware products.

In a statement Alison Ritchie, BTopenworld's CEO, said: "This marketing drive will help educate and excite the market by showing the real benefits broadband can bring."

Of course today's announcement will be of little interest to many people since BT's DSL service is only available to around 60 per cent of the UK population.

Yesterday BTopenworld said it planned to buy dotmusic.com to become a launch pad for its online music operation. ®

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