Internet service provider (ISP) Sky has launched a new, multi-channel advertising campaign to promote its video-on-demand service.
Anytime+, which launched in October 2010, enables Sky subscribers to access hundreds of hours of drama, film, sport, documentary and news content.
The ISP is now advertising the service across TV, cinema, outdoor, press and online channels in a bid to boost subscriber figures.
Continuing with Sky's 'Broadband Happily Ever After' theme, the latest campaign features the legend of King Arthur and the Round Table.
King Arthur instructs his loyal knights to combine Sky Broadband with his Sky+ HD box to "create a selection of amazing on-demand entertainment".
However, Sir Lancelot reveals he has already completed the quest by signing up for Sky Anytime+.
A Sky spokesperson recently said the ISP was considering plans to provide content for the YouView IPTV platform, which is set to launch next year.