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Internet service provider (ISP) BT is to focus its advertising efforts on consumer broadband for the remainder of 2011, it has been announced.

The firm, which also provides landline, home phone and TV services, is looking to build on a recent surge in broadband deal subscriptions.

In the three months to December 2010, the ISP attracted 188,000 new broadband customers – its highest quarterly increase since 2003.

Speaking to Marketing Week, BT Marketing Director David James described broadband as "the fuel that drives our business".

"Every marketing campaign will have a broadband element to it," he stated.

"Even if an ad's key messaging is more about TV package BT Vision, we will communicate this is all possible because of great broadband."

In total, BT currently has 5.5 million broadband subscribers in the UK. However, with wholesale connections included, the firm delivers broadband to more than 15 million premises.

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