Customers who sign up for a high-speed Internet service from Telewest in October won't have to pay the usual start-up fee.
The cable company announced on Tuesday that it is offering free installation on its range of blueyonder broadband services for the next month -- a saving of £50.
Such offers are all the rage in the UK telecoms market at present, with some broadband operators subsidising the start-up costs of getting broadband, and others offering a month's free rental.
Telewest claims that its offer is superior because it's easier for customers to understand.
"People get confused by separate line activation fees and extra hardware costs associated with ADSL. With our free cable installation it won't cost you a penny and there are no strings attached," said Chad Raube, director of Internet services at Telewest Broadband.
"There's a shedload of offers out there, but we are cutting through the confusion by offering installation for zilch. We'll even send an expert engineer to come and do all the work for you," Raube added.
Last month, Telewest targeted the surge of interest in home wireless services by launching a wireless broadband product. Vodafone and Orange are also set to offer Wi-Fi services using BT's Openzone network.