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Virgin Media Sets Aside £173 Million For Marketing

Cable Operator Virgin Media looks committed to invest massively in 2010 to increase its exposure in the UK through a number of marketing and advertising campaigns financed by a £173 million cash pot.

This is a 30 percent increase on last years's £133 million budget and the fact that Virgin Media has "only" spent £41 million in the first quarter of this year means that the Quad player will spend at least £10 million on average on MarCom for the rest of the year.

In an interview to the Guardian (opens in new tab), Virgin Media's CEO, Neil Berkett, said that "We are spending more on marketing, we are continuing to save our pennies so we can spend more on marketing, We don't necessarily do massive, we do sensible."

Virgin Media has been on the up lately, after having succeeded in striking a deal with arch rival BSkyB over Sky Sports 1 and 2 in HD; a significant portion of the marketing pot will be dedicated to advertise this bundle to its millions of existing and potential customers.

It has also managed to secure a strategic partnership with Best Buy in the UK where its packages will be showcased in BB's stores and demoed to prospective customers.

Virgin Media hass also announced a few weeks ago that it is testing 200Mbps broadband lines across the country and may introduce faster broadband speeds later this year.

Last but not least, its video on media service, known as Virgin On Demand, has proved to be particularly successful with more than 200 million views clocked over the first 90 days of 2010 alone.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.