Virgin Media represents the best option for consumers seeking super-fast broadband services, the firm's Chief Executive has claimed.
Speaking to the Daily Telegraph, Neil Berkett claimed the internet service provider is streets ahead of its rivals when it comes to download capabilities.
He noted that the firm's 100Mb fibre-optic broadband deals have now been adopted by tens of thousands of consumers, while 100,000 others are subscribed to a 50Mb broadband package.
However, Mr Berkett said Virgin Media would not be getting complacent, and would continue to forge ahead in search of faster speeds.
He explained that 200Mb downloads, and then 500Mb are on the horizon for the broadband provider.
Mr Berkett claimed there is "already an appetite of significant usage", and these ultra-fast download speeds "are not far away".
Back in December, Virgin Media launched its 100Mb fibre broadband service in the first four UK towns - Heckmondwike, Farnborough, Colchester and Barry.