Comedian Lenny Henry is to become the official voice of the BT Speaking Clock to raise funds for this year's Red Nose Day appeal.
Between 10 and 23 March, all charges for phone calls to the Speaking Clock will be donated to Comic Relief. The charity hopes to generate up to £200,000 by encouraging the public to use the service to support the campaign.
Anyone who calls the Speaking Clock during the promotion period will hear Lenny Henry reading out the time in the guise of several of his well-known characters.
The comedian is only the fourth person to be the voice of the BT service in its 67-year history.
The promotion is part of BT's extensive support of Red Nose Day 2003.
"The Speaking Clock has become a bit of a national institution and we thought that including it in our fundraising portfolio for Red Nose Day would send out a strong message of support for Comic Relief," said Beth Courtier, head of charities at BT.