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I think this could be genuine. Check out the news item below. This appears to be a UK version of the scheme operated in the US.

http://news.bbc.co.uk/1/hi/programmes/newsnight/3683524.stm

Click on the link below to register your details to get your own Ipod

www.ipodsgiveaway.co.uk/?r=86917

The website (understandably) appears to be a bit busy at some times of day so you may require some patience to get through.

Amongst the offers you can choose from to sign up to is a free month trial of DVD rentals by post. That's the one I opted for (Screen Select). If you cancel in time you don't pay a penny and you get to see 4 DVDs for free.