Telecoms giant BT will launch a publicity drive highlighting its move into digital television.
Commercials for the TV over broadband service called BT Vision will hit screens on Saturday.
High street stores John Lewis and Comet will sell the service, which involves a set-top box providing programmes on-demand via broadband.
BT announced the ‘TV on your terms’ campaign today in the wake of the spat between rival firms Virgin Media and BSkyB.
Virgin Media yesterday revealed it lost 46,900 customers in the first three months of this year.
Key BSkyB channels were removed from Virgin television at the end of February when the two groups failed to agree on contract renewal terms.
BT Vision is playing up its payment on-demand charges rather than subscriptions as a selling point to new customers.
The service’s CEO Dan Marks said: ‘BT Vision offers customers choice on their terms: free digital channels, digital video recording, and a huge range of on-demand content – and all without compulsory subscriptions.’
BT’s set-top box – called a V-box – must be installed by a BT engineer for a fee of £60 plus a connection fee of £30.
The firm said the box was worth £199 but will be free to BT Broadband customers. Self-install versions will launch later this year.
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