Just had my 1st year/20,000 mile service (done 7200 miles!) at NMG Kia in Norwich.
Cost was ÂŁ185 for the service, plus ÂŁ35 for the bodywork inspection. I had a 20% discount voucher, so effectively got the bodywork inspection for nowt.
They seemed pretty thorough, got lots of paperwork, including a report on various things. I know they checked the brakes, as they had to ring me up asking where the alloy wheel key was

.
Only additional "advisory" was that the pollen filter was a bit dirty. Might get someone to look at it, and give the system a clean at some point.
They also gave me a quote for a service plan, covering 3 annual services. Quoted about ÂŁ850. Bearing in mind I already have quotes for 40,000/60,000/80,000 and they are between ÂŁ200-ÂŁ250 this doesn't sound like great value, although I would be protected against future price rises. Would also mean being tied to one dealer for future services.