Virgin Media Inc. subscribers in the U.K. soon will be noticing a substantial uptick in their broadband speeds as the operator boosts its top speed to 120 Mb. Next month, the company will launch a major advertising campaign regarding this initiative.

The upgrade will take some18 months to deploy completely and will help solidify Virgin’s Number One position when it comes to broadband speed.

Subscribers to Virgin Media’s current 10 Mbps, 20 Mbps, 30 Mbps and 50 Mbps services will see their speeds at least doubled, with 100 Mbps customers seeing a “significant increase” to 120 Mbps. The modems Virgin Media will provide to users as part of the upgrade program are enhanced and capable of receiving speeds as fast as 400 Mbps. 

According to CEO Neil Berkett, “Virgin Media’s long history of investment in next generation digital infrastructure means we have – and will continue to have – the ability to meet this demand by putting more bandwidth in the hands of consumers at a fraction of the cost of other network operators. This long term network advantage, combined with fast-growing consumer demand, means that today we have a window of opportunity to simultaneously step change the U.K. market, decisively differentiate our consumer proposition and transform our customers’ digital experience."

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