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An increasing number of customers are signing up for Virgin Media's premium broadband deals, the internet service provider has revealed.

Latest company accounts indicated that 780,000 customers were subscribed to the internet service provider's high-speed 20Mb or 50Mb broadband services at the end of 2010.

This represented year-on-year growth of 40 per cent, highlighting the growing importance of fast download speeds to UK consumers and businesses.

Some 118,000 customers have now signed up for the 50Mb broadband service, a total which increased by 29 per cent during the final three months of 2010.

The fourth quarter of the year was also notable for the initial – albeit limited – launch of Virgin Media's 100Mb fibre broadband service, which was rolled out in Farnborough, Colchester, Barry and Heckmondwike.

According to Virgin Media, "thousands" of customers have subscribed to this top-tier, super-fast service, and customer numbers will increase as the fibre network extends across the UK.

Virgin Media's Chief Executive Officer Neil Berkett, commented: "The rollout of our ultra-fast 100Mb broadband across our growing cable infrastructure will further accelerate our lead in next generation service."

He said the 100Mb fibre service would help meet the "ever-growing demand for greater connectivity" being witnessed in the UK.

"Our relentless focus on the customer, combined with our powerful brand ideals, will ensure we deliver a truly Virgin experience in and out of the home," Mr Berkett claimed.

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