BRIDGNORTH, U.K. -- Advantage West Midlands has announced an innovative pilot scheme to stimulate the take-up and use of broadband in the market town of Bridgnorth in Shropshire. The project, part of the Regional Development Agency's Rural & Urban Broadband Pilot for SMEs, has been developed in conjunction with telecoms consultancy Analysys. It is designed to gain an understanding of the value and take-up of broadband services by fast-tracking broadband provision in the town. This will be achieved by guaranteeing a number of customers for a broadband service and then tendering that demand to telecom operators. A grant to cover start-up costs will also be available to the winning bidder. Speaking last night at the launch at Bridgnorth Endowed School's technology centre (Northgate, Bridgnorth), James Saunby, head of ICT at Advantage West Midlands, said: "We need to do everything possible to ensure that local businesses can prosper in the region and understanding how broadband can contribute to the region's economic success is becoming an increasingly important issue." Advantage West Midlands