BT has launched its first up to 300Mb home broadband deal, giving households the opportunity to take advantage of ultra-fast download speeds.
The service provider's BT Infinity 4 broadband package is now available in a limited number of areas for £50 per month plus line rental.
As well as gaining access to up to 300Mb download speeds, subscribers can upload at up to 20Mb and take advantage of an unlimited monthly usage allowance.
The broadband package includes unlimited evening and weekend calls to UK landlines, and a BT Home Hub 4, which offers wireless connectivity.
Households are required to sign up for the fibre broadband deal on an 18-month contract.
According to BT, subscribers will be able to download an entire music album in just two seconds, compared to the UK average of one minute and 20 seconds.
Similarly a 30-minute TV show should take just nine seconds to download, compared to 7:47 minutes on a standard broadband connection.
And while it would take the average broadband customers 22:33 minutes to download an entire film, BT Infinity 4 customers can complete this task in just 27 seconds.
"BT has upgraded its fibre-optic broadband technology to deliver ground-breaking speeds of up to 300Mb to eligible customers, making it up to 50 times' faster than the UK average," the firm stated.
"This means you can enjoy an ultra-fast online experience and do even more online."
However, only households with a fibre-to-the-premises connection can take advantage of the broadband deal at present. As such, availability of BT Infinity 4 is currently limited in many areas of the UK.
Consumers can check whether they are able to sign up for the 300Mb broadband deal by inputting their phone number or postcode on the BT website.