Virgin Media has launched a brand new broadband deal, giving households the chance to upgrade to fibre from just £4 per month.
The special offer - which comes after rival operator BT launched its 'fibre optic for a fiver' promotion - allows customers to enjoy a hefty discount for the first six months of their deal.
Virgin Media is offering the cut-price deal on its 50Mb Broadband & Phone package, to new customers who sign up over the internet.
The package offers unlimited monthly downloads, weekend calls to UK landlines and Virgin mobile numbers, plus a Super Hub router.
With this device, consumers can get online anywhere in the home via a range of connected devices, such as laptops, tablets and smartphones.
Initially priced at £4 per month plus line rental, the price reverts to £15.50 per month plus line rental after the first six months.
Consumers are required to sign up for the dual-play broadband deal on a minimum 12-month contract.
They are entitled to a free installation - helping to reduce the costs of switching broadband providers or signing up for a fixed-line for the first time.
By offering fibre broadband cheaper than its main rival BT, Virgin Media hopes to claim a greater share of new super-fast broadband customers.
BT Infinity 1 - the firm's entry-level fibre package - is currently available at £5 per month plus line rental, rising to £15 per month plus line rental after six months.
The broadband deal offers maximum download speeds of 38Mb, compared to the 50Mb achievable on Virgin Media's £4 per month tariff.
BT subscribers can only download 20GB of data per month, compared to the unlimited usage allowance on the equivalent Virgin Media deal.
However, BT Infinity 1 subscribers are entitled to a free £80 Sainsbury's gift card if they are signing up with the broadband provider for the first time.