Internet service provider One.Tel has won a share of a million pound advertising prize, offered by BT Wholesale to promote broadband in the UK.

One.Tel has decided to spend its money on a massive countrywide tour, to preach the broadband message and show users why they should convert to high-speed internet services.

We'll be going into shopping centres across the country with an all-singing, all-dancing, interactive broadband roadshow

Phil Worms, One.Tel

"If we're going to get people turned on to broadband, we've got to show them why it's so good," said One.Tel's Phil Worms.

"To really understand the potential of broadband you have to see it in action," he said.

"We've got to grab people's attention and we'll be going into shopping centres across the country with an all-singing, all-dancing, interactive broadband roadshow."

Convenience factor

The roadshow will consist of giant plasma screen demonstrating a range of broadband content including streamed music concerts, sports and news from the BBC, and gaming.

"If we can show people face to face that with broadband you could book your dream holiday, as well as arrange the loan to pay for it in less than 30 minutes from the comfort of your armchair, we're halfway to winning the battle," said Mr Worms.

One.Tel offers a broadband service from �27.99 per month.

According to Oftel figures there are currently 700,000 broadband users in the UK, with around 280,000 connected via ADSL.

Prices for ADSL have fallen dramatically with three internet service providers offering products for less than �20 per month.