Virgin Media will focus its marketing on improved broadband services following its spat with BSkyB over access to premium pay-TV channels, it has been reported.
Neil Berkett, acting chief executive with Virgin, believes that in so doing the telecommunications giant can tap into a market that does not want Sky's sports and movie channels but wants more than standard Freeview digital TV, the Guardian reports.
In place of BSkyB's channels, Virgin Media will hope to tempt potential subscribers with services which require faster broadband speeds that its cable network can handle but BSkyB's copper wire service cannot such as video on demand.
Mr Berkett said: "Despite our technical advantage we are still not really standing out from the crowd. I really do want to re-focus our energies onto the broadband platform."
Following the withdrawal of BSkyB's flagship channels, some 40,000 subscribers defected from Virgin Media's service.
Virgin Media is currently conducting trials of broadband speeds of up to 50Mbps - twice the maximum speed currently promised by any rival ISP.