Britons will have access to ultrafast broadband speeds by the end of 2011 after cable giant Virgin Media today announced the launch of the UK"s first 100Mb service.
Virgin will roll out the new service nationwide at the end of 2010 and throughout next year, while it also said it was expanding its 200Mb pilot as part of the push to become a "broadband nation".
News of the launch comes as Virgin Media said it connected 28,600 households on a net basis - those joining the group, less those leaving - in the fourth quarter of 2009 as its superfast connections attracted new business.
"Broadband nation": Virgin Media plans to launch 100Mb broadband nationwide by the end of 2011 and is expanding its 200Mb pilot
The group, which is 4 per cent owned by Sir Richard Branson, now has a total of 4.77million customers.
Its operating cash flow - or underlying earnings - rose 15.3 per cent to 366million in the quarter, with the group putting the rise down to its high-speed offering. It said more than 55 per cent of its customers have 20Mb speeds and above, which is 45 per cent up on a year earlier.
The new 100Mb service will help the UK catch up with other markets Japan and Korea, which are rolling out 1Gb broadband.
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Virgin can offer superfast speeds that other ADSL providers struggle with thanks to its fibre optic cable network.
Neil Berkett, chief executive of Virgin Media, said: "The launch of Virgin Media"s 100Mb service will be a historic moment and will mean the UK will be comparable to other leading broadband nations."
Virgin Media claimed the service will allow web surfers to download a music album in just five seconds, an hour-long TV show in 31 seconds and a high definition movie within eight minutes.
Its 200Mb pilot, which began in Kent last May, is also set to be extended to Coventry.
Virgin Media offers three services - broadband, television and telephony.
The number of users taking all three services rose to 60.5 per cent in the fourth quarter, with 10.7 per cent also taking out a Virgin Mobile contract.
But the group has also cut its workforce by around 2,200 since the end of 2008 under a sweeping restructure.
The media giant aims to cut further jobs - to about 15 per cent of 2008 employee numbers - by 2012, with the bulk being axed by the end of this year.
Virgin Media is now listed in New York and London after making a secondary listing on the London Stock Exchange in January.
Shares rose 7 per cent today as its fourth quarter figures beat market expectations.
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