RURAL businesses are cashing in on the latest internet service thanks to a multi-million pound investment by a regional development agency.

Advantage West Midlands has invested £13m to switch Bredon Hill to broadband, a high-speed internet connection up to 10-times faster than "dial-up" links.

More than 100 companies are set to benefit in the area, joining the broadband exchanges in St John's, in Worcester, Pershore, Fernhill Heath and Badsey, near Evesham.

And these connections are just the beginning as AWM has promised to deliver another 13 such links to Worcestershire by the end of 2004.

"The target is to make affordable broadband available to 100 per cent of businesses - and 97 per cent of individual users - across the region by the end of 2004," said James Saunby, head of ICT for AWM.

"The availability throughout Worcestershire is vital to the region's economic success.

"It provides big city benefits to businesses, community organisations and families in rural locations."

Other areas targeted for internet upgrades in the next 18 months include Broadway, Hagley, Hanbury, Hanley Swan, Hartlebury, Ombersley, Powick and Upton-upon-Severn.

The broadband service makes it quicker and easier to download large files, as well as graphics such as music and video clips, without blocking existing telephone lines.

And while the service is on the way, steps are being taken to cater for those who have not yet received the connection.

"We are working with a satellite broadband company to provide a subsidised service outside the current pilot areas," said Mr Saunby.

In the meantime, businesses in Bredon Hill's surrounding villages were thrilled with their new internet link, which was connected on Tuesday.

"It is fantastic to have broadband here," said Penelope Bossom.

"It means the businesses can continue to flourish and provide a dynamic base for the community."

And Neil Townend, who runs an entertainment and event management company from the nearby village of Overbury, agreed it would make a huge difference.

"About three quarters of my work is for corporate clients in London and most of it is done over the internet," he said.

"The present download time is very slow and can be extremely frustrating.

"Broadband will make things so much quicker."

Other areas receiving the service by the end of next year include Birtsmorton, Colwall, Elmley Castle, Harvington, Ledbury, Leigh Sinton and Rock.