Virgin Media is now offering introductory discounts plus a choice of voucher rewards on its dual-play broadband packages.
New customers signing up for 100Mb broadband and home phone services with the cable operator can pay a reduced price for the first four months of an 18-month deal.
They can also choose between a £50 John Lewis, iTunes, Amazon or M&S voucher, according to their personal preference.
Consumers signing up for the Big Connection pay just £6 per month plus line rental for the first four months, rising to £22.50 per month plus line rental thereafter.
The package offers up to 100Mb download speeds, an unlimited monthly usage allowance and a free Virgin Media Super Hub.
As an added incentive, new customers receive a free installation worth £49.95.
Unlimited weekend calls to UK landlines and Virgin Mobile customers are also included as part of the Big Connection deal.
Meanwhile, new customers signing up for Virgin Media's standalone broadband package - which can be taken without line rental services - also qualify for the £50 voucher deal.
The package offers up to 50Mb download speeds and unlimited data, and comes with a free wireless router.
It is priced at £28.50 per month over the course of a 12-month contract, with a £49.95 activation charge applying.