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230 jobs are being created in Swansea at the Virgin Media call centre.
The company say it is partly to cope with consumer demand for broadband.
Sandra Busby from the Welsh Contact Centre Forum said that "even throughout the recession, this [call centre] industry has continued to grow."
She said that part of the reason for Welsh strength for call centres is communication issues experienced by customers calling overseas, and says that the new jobs are "absolutely vital" for Swansea and its economy.
Paul Buttery, Virgin Media's chief customer and networks officer, said: "In what is a challenging economic time, we’re pleased we are able to invest further and offer more people the prospect of an exciting and rewarding career at the forefront of next generation entertainment and communications."
“By creating hundreds of customer-facing roles we’ll be able to meet the sustained appetite for TiVo, already the leading connected TV platform in the country, and superfast broadband alongside ensuring a great experience for all our existing customers."
It is also recruiting for roles in Birmingham, Manchester and Glasgow.
230 new jobs are being created in Swansea, by entertainment technology company Virgin Media.
They will be trained customer service roles.
The positions will be advertised over the next few weeks, and based at Virgin Media's centre of excellence at Swansea Enterprise Park, where 900 customer service and technical support employees already work.