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UK internet service provider Virgin Media is launching a new multimedia campaign to promote the latest benefits of its digital TV services.

The media giant has announced plans to air season two of the popular biker drama Sons of Anarchy on channel Bravo – a move which potentially boosts the appeal of its broadband TV bundles.

Virgin Media will promote the upcoming series across the Virgin Media Television channel portfolio and other offline outlets as it bids to expand its user base, reports Media Week.

Flyposters have been launched across several UK cities, while radio podcasts and a print campaign will also attempt to generate interest among viewers.

Sons of Anarchy, the tale of an outlaw biker gang in a small Californian town, stars British actor Charlie Hunnam and is currently Bravo's highest-rating scripted drama series.

Jo Davey, Head of Marketing at Virgin Media Television, said: "Sons of Anarchy more than doubled its audience in the US during this series and had huge critical acclaim.

"This campaign absolutely positions Bravo as the ultimate home of brave, premium drama that you have to discover."

Virgin Media recently announced plans to launch a new online, on-demand TV service during 2010, designed to rival the popularity of BBC iPlayer and Sky Player.

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