NATCHEZ — Consumers looking for choice in telephone service are increasingly turning to their cable companies.

In fact, recent industry figures show that more than 11 million Americans have dropped their phone companies and switched to next-generation digital phone service from cable.

It works just like traditional phone service, and it’s easy to install, has all the expected calling features and is competitively priced.

“The cable industry is constantly updating and improving its technology in order to provide our customers with the best, most advanced services possible and phone is an example of these efforts,” says Char Beales, president and CEO of the Cable & Telecommunications Association for Marketing.

“Companies are gaining phone customers at an average rate of 30-to-1 against telecommunication efforts to provide television service.”

While cable phone service rapidly gains momentum, it is important for consumers to understand the benefits of cable phone service versus public Internet-based phone service.

Following are some distinguishing features consumers need to know about:

4 Cable phone service works with customers’ existing phones and inside wiring, routed through a box that connects to a secure, private cable broadband infrastructure.

4 Most companies offer the same calling features people have come to rely on, such as unlimited long distance calling, call waiting, caller ID and voicemail.

4 Cable companies provide reliability and security with battery back-up and enhanced 911 (known as E911) connections that provide emergency responders the critical information they need.

Consumers now have choices when deciding on phone service and each person can decide the best option for their individual needs.

By choosing cable phone service customers can save an average of $135 each year, while small businesses can save an average of 70 percent off their total phone bill, or nearly $500 each year.

Many cable companies offer discounted packages to consumers who have digital cable, high-speed Internet and phone service bundled into one convenient bill.

In addition to cable phone service, the industry continues to innovate through other new products and services.

For example, by providing TV, Internet and phone, cable companies are able to combine features and create new conveniences such as Web-based management of calling features and DVRs.

Some customers are already experiencing more options, like caller ID on the television, where a message pops-up on the TV screen identifying the caller.

For more information about cable’s digital phone service and other advanced products, consumers can visit www.choosecablephone.com or call (866) 49-CABLE.