Think of a career in a call centre - what springs to mind? Well, any associations it has with sweat shop conditions, low wages and poor career prospects are outdated, says The Welsh Contact Centre Forum.

It wants contact centres to be seen as places to build a career, with opportunities for people with all levels of qualification.

The forum represents the interests of the industry, which employs around 28,000 people in Wales. It says call centres pump more than £400 million into the Welsh economy each year.

So how important is the industry in Wales, and is it continuing to grow? How easy will it be to change perceptions of the sector - and are those perceptions justified?