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Virgin Media has taken over primetime TV to promote the benefits of the new 'undelete' function on its TiVo television service.

As part of an advertising campaign, the opening credits for hit shows including Coronation Street, Dancing on Ice and One Born Every Minute start before the picture disappears.

A voiceover then realises the show they were trying to watch has been deleted - highlighting the benefits of having a restore option.

In the adverts, the relieved voiceover simply reaches for the 'undelete' button and continues to watch the programme.

Richard Larcombe, Director of Advertising and Sponsorship at Virgin Media, said his firm's pay-TV customers "love" how TiVo helps them watch their favourite television shows.

"Our incredible service has a whole host of impressive features that mean you never have to miss a moment," he stated.

"Even if you accidentally delete [a programme], TiVo can bring it back in a jiffy."

Some 1.3 million UK households currently have a TiVo box, Virgin Media claims. The broadband provider says its subscription TV service is the "fastest growing" in the UK.

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