Virgin Media has relaxed restrictions on broadband download limits for its users at peak times.
Following the roll-out of its latest DOCSIS 3.0 network, the provider is now allowing subscribers on its 10Mb L package to download up to 3Gb of data between 10am and 3pm, while its 20Mb XL customers will benefit from a higher 7Gb cap.
The group's ultra high-speed 50Mb service is free of any traffic management whatsoever.
Executive Director of Broadband at Virgin Media, Jon James, said: "Major investment in our new DOCSIS 3.0 network is enabling all Virgin Media customers to enjoy the best of today's web, whether viewing full-screen HD video on a PC or unlimited downloads."
Few other operators, Mr James added, provided broadband packages that were quick enough for these applications, or if they were, often blocked them or charged extra.
Virgin Media revealed in its quarterly results earlier this month that its broadband customer base had risen to 3.73 million subscribers.