The development of high-speed fibre-optic broadband is needed to facilitate the online activities of many of today's internet users, according to Virgin Media.
Virgin Media's head of broadband products Paul Elworthy has been speaking to Tech Radar about the upcoming roll-out of the company's 50Mb broadband service.
He said that the bandwidth-swallowing activities engaged in by broadband users makes it necessary to increase speeds.
Mr Elworthy explained: "Many customers, its simply about faster downloading - and when you think that with a 50Mb connection you could download a DVD in a few minutes or a whole CD in seconds - it's a downloader's dream.
"Customers also want to do more online at the same time - whether that's downloading a file, talking to a friend, checking out a video - they want all of this without disruption."
Virgin Media soon hopes to provide its cable customers with an improved 50Mb service, with launch dates for each region soon to be announced.