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Fibre-optic broadband provider Virgin Media has revealed it is working hard to make its web services "sexy".

In an interview with the Independent, the company's Chief Executive Neil Berkett has claimed it is his job to make online services more "trusted" and more than just another commodity.

He also suggested that the firm has changed the way it views all aspects of its bundles, particularly as consumers are increasingly attracted to taking home phone, mobile, TV and broadband services through the single provider.

"The product is digital. Digital entertainment, digital information, digital communication, those are the products. There are various routes to getting a hold of it," he explained.

Virgin Media recently confirmed that its range of bundles will be showcased at Best Buy stores across the UK in the next few months. The consumer electronics retailer is opening outlets in Essex, the West Midlands and Liverpool in the near future.

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