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The Executive Director of internet service provider (ISP) Virgin Media says the firm is once again "pushing the boundaries" of UK broadband.

Commenting after the ISP announced a major speed boost for its fibre-optic broadband customers, Jon James said the firm's next generation broadband service "vastly outperforms" struggling DSL-based services.

Last week, Virgin Media said it would be providing faster broadband speeds – up to three times those currently being received – to existing subscribers free of charge, as soon as their area is enabled.

"With the huge growth in social networks, our new upload speeds will help Virgin Media customers share their most precious moments and keep up with what friends and families are up to," Mr James stated.

He said that consumers would enjoy an enhanced web experience, whether they are uploading to YouTube, or hosting a live video chat to show off a baby's first steps in high-definition.

The appeal of Virgin Media's phone, TV and broadband bundles was recently increased by the addition of Sky 1 HD to the firm's subscription television service.

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