ITV Digital's Pembroke Dock contact centre is celebrating continued success after taking its four millionth incoming call.

The call, from a potential customer, was taken by Dai Berrigan (pictured) in the direct sales team.

Dai, who comes from Roch, has been working full-time at the centre since it opened in July 2000. As part of the team dealing with prospective customer sales inquiries, he is on the front line of giving information about ITV Digital packages and explaining how to subscribe to them.

With approximately 25,000 calls made daily to the centre from all over the UK, staff manning the lines can each deal with some 50 calls in any one shift. It was only after dealing with the inquiry that Dai was told by his manager about the landmark call.

Dai said: 'Having been here since day one and watched the centre grow in size and skills, it's very rewarding for me to have taken the four millionth call.'

'I think part of our success is down to the friendly environment we work in, and I hope that comes across when we speak to potential and existing customers.' Dai, who formerly worked with Stena Line until duty free was abolished, has taken full advantage of opportunities at the centre to develop his customer service and sales skills, and has set his sights on training for a role as team manager.

The ITV Digital contact centre is situated at Pembroke Dock's 'Cyber Bay' business park at the Cleddau Bridge.

Since it opened it has created over 900 jobs for local people and expanded into two state-of-the-art buildings.