Internet service provider TalkTalk has today announced plans to reposition the company at the head of UK broadband sector looking to attract the younger users of the Internet today. The company will be sponsoring the hit ITV programme the X Factor, using the latest advertising techniques to grab the attention of the masses.
The history of TalkTalk has been slightly mixed as the company has unofficially been up for sale sometime with parent company Carphone Warehouse looking to sell-off this growth area of the business. However, there seems to have been a change of philosophy and strategy over the last few weeks and Carphone Warehouse now appears willing to pump more and more money into the operation. Whether or not this ongoing investment into TalkTalk is a means to maximise the potential sale value in the future or a significant U-turn by the company remains to be seen. However, there is no doubt that TalkTalk Broadband and TalkTalk telephone services will be more visible over the weeks and months ahead.
This is potentially the first time that a major UK broadband provider has targeted the “younger crowd” who are the broadband users of tomorrow. It will be interesting to monitor the situation and see how successful this alternative advertising strategy will be.