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Consumers are increasingly looking to get their broadband, telecoms and other such services from the same company, it has been claimed.

Jeremy Darroch, chief executive of Sky, suggests that a high level of demand from the public is responsible for the rapid growth of the firm's tri-play packages.

These comprise television, telephone and broadband internet services in a single product.

"More than ever, customers want to combine services from one trusted supplier," Mr Darroch asserts.

He adds: "Many people are finding that they can upgrade to great quality TV, telephone and broadband from Sky for less than they are paying for broadband alone."

The company cites research by JD Power which found that 46 per cent of Britons would prefer to get their tri-play services from a single firm.

Among such respondents, Sky was listed as the most popular choice.

In November, the Advertising Standards Authority criticised Sky for running a commercial which compared the price of its broadband as part of a tri-play package with that of a standalone Virgin Media product.

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