Broadband provider Virgin Media has launched the first advertising campaign for its TiVo-based IPTV service.
The firm has hired Hustle and Mad Dogs actor Marc Warren to promote the online TV service, which launched in December 2010.
Virgin Media is investing millions in the new campaign, which is geared at raising consumer awareness of the new set-top box, and encouraging households to take out subscriptions.
Nigel Gilbert, Chief Marketing Officer at Virgin Media, commented: "[We are] leading a much-anticipated revolution in the way people enjoy their favourite shows and our new advertising campaign is focused simply on the great stuff on offer from our new TiVo box.
"We know the features and functions our customers have already fallen in love with and are making the most of a fully integrated campaign to cut through the noise and highlight these stand-out attributes."
He said the broadband provider is inviting the public to take a look at what is a "brilliant new service".
Mr Gilbert urged consumers to interact with TiVo's iconic 'thumbs up' and 'thumbs down' buttons online to discover even more.
TiVo set-top boxes have been launched in a number of countries around the world, including Canada, Australia and Taiwan, however Virgin Media is the exclusive distributor in the UK.