TalkTalk boss criticises government's superfast broadband ads

Dido Harding, the chief executive of TalkTalk, has criticised the government for advertising the availability of superfast broadband instead of helping to make it cheaper.

In comments reported by The Times, Baronness Harding (a Conservative peer), said: "I don’t think the problem is that people don’t know about superfast broadband. I think the problem is that it is too expensive. I don’t think this is a good use of government money."

The Times claimed Harding has expressed her concerns to officials at the Department of Culture, Media and Sport, which The Times claims spent £8m on the campaign. It was launched before Christmas by Broadband Delivery UK, a body part of the DCMS, with the television ad above.

Harding said: "I won’t complain about someone advertising my product, but I wouldn’t spend the money that way. More competition is what is needed, not government money advertising it."

Earlier yesterday TalkTalk revealed strong customer growth, as did Sky this morning.

TalkTalk added a net 15,000 customers in broadband, 50,000 in mobile, 88,000 in fibre and 115,000 in TV during the last quarter of 2014.

Sky added 106,000 customers in broadband and 202,000 in TV.