More than 10,000 consumers signed up for Virgin Media's 100Mb broadband services on the first day of pre-registrations, it has been reported.
The figure will be seen as a success for the company, which currently has around 90,000 subscribers to its 50Mb broadband service.
Upon launch in December 2010, the new fibre broadband service will provide internet users with an enhanced online experience, especially those downloading rich media content.
And it seems Virgin Media is failing to rest on its laurels following the introduction of new high-speed broadband deals.
It claims that within a decade, download speeds of up to 1Gb could be possible.
"When we think the market is ready, we will upgrade the network accordingly and launch products," Chief Executive Officer Neil Berkett commented.
Last week, Prime Minister David Cameron said he was "incredibly excited" about high-speed broadband and its potential to improve the lives of British consumers.