TalkTalk has unveiled details of its Ultra Fibre Optic 'up to 940Mbps' broadband service, which is being rolled out in York, with customers available to take advantage at no extra cost.
The ultrafast service will come as standard with TalkTalk’s three consumer packages - SimplyBroadband, Essentials TV and Plus TV - in addition to the Complete Business Broadband package for small to medium-sized firms.
Those who can sign up for the headline 940Mbps speed will get some of the fastest connections in the country, with albums being downloaded in a second, or a HD film in less than 30 seconds.
Initially announced in April last year, the scheme is a joint venture between TalkTalk, Sky Broadband and Cityfibre, which has seen each provider contribute £5 million to the first phase, covering 20,000 premises.
A further 60,000 will be completed at a later date following additional investment, with the scheme itself being completely separate to BT's Openreach infrastructure.
TalkTalk claims that offering the new service at no extra cost will make it the first and - so far - only UK broadband provider to offer pure fibre for the same price as standard broadband, while also rolling out "superior quality fibre broadband" to the mass market.
The rollout is being accompanied by a change in pricing structure, with TalkTalk altering its model so customers pay a set monthly amount that incorporates both the headline cost and line rental.
Prices start from £21.70 a month for SimplyBroadband, rising to £26.70 for Essentials TV and £36.70 for Plus TV.
New and existing customers taking out any of those packages receive unlimited up to 940Mb broadband with no usage caps, a TalkTalk Super Router, and the Homesafe security package, as well as free installation and no connection fee, when taking out an 18-month contract.
Dido Harding, Chief Executive of TalkTalk, said the rollout is a step towards compensating for the "underinvestment" in broadband infrastructure that has seen the UK overtaken by its European neighbours.
"We have the potential to become the world’s leading digital economy, but we need this kind of investment in superior fibre infrastructure to make this a reality," she explained.
"Ultra Fibre Optic will revolutionise the broadband experience in York by giving consumers and businesses access to all the speed and bandwidth they could ever need, at an affordable price, future-proofing the city and making York better off."
The initial rollout will see the first customers connected by the autumn, with homes and businesses currently on a TalkTalk contract able to take advantage of a priority upgrade to the ultrafast service.