Britain's talent goes from strength to strength.

Sony BMG's plans for second Paul Potts album put on hold as One Chance's campaign outlives its planned shelf life thanks to television ad tie-in

Sony BMG is predicting Paul Potts' debut album will hit 1m units in Germany by Christmas 2008 after a television sync sent sales in the market rocketing tenfold.

One Chance had already reached 450,000 sales there by last week, clocking up a sixth week at number one on the albums chart, but the continuing profile of a Potts-featured Deutsche Telekom TV ad and a wealth of intensive promotional activity are expected to lift sales higher.

"The German company honestly believe they'll get to a million units with it. It's what Amy [Winehouse] did last year with her repackage," says Sony BMG UK international vice president Dave Shack, who reveals an extended, repackaged version of the album featuring a bonus DVD will be released in Germany for Christmas to capitalise on Britain's Got Talent victor Potts' popularity.

Among other successes in overseas markets, Potts' album had already performed respectably in Germany, but Shack notes, "When we came into June the German company were reporting retail sales were stuck at around 40,000."

But that all changed when TV production company Fremantle, which makes Britain's Got Talent, struck a deal with Deutsche Telekom to use a clip in an advert of Potts winning the UK TV show last June accompanied by him singing Nessun Dorma.

The same clip had already become a global YouTube hit last year following his win, fuelling international demand for the album, including in the US where it reached number 23 last September and has sold nearly 400,000 units.