Virgin Media has joined forces with Leeds City Council in launching a £40 million investment to boost ultrafast internet connectivity.
Virgin claims the move will give customers the chance to enjoy internet speeds that are twice as fast as BT, TalkTalk and Sky.
The rollout will initially benefit some 11,000 homes in the Middleton area of the city, with local residents already able to make the switch.
The company hopes to bring ultrafast connectivity to 80,000 consumers and small businesses across Leeds and the surrounding area, for the first time ever.
More areas of the region will be covered and cabled by the company over the next few weeks, prioritised by way of demand from consumers registering at virginmedia.com/cablemystreet.
Leader of Leeds City Council Judith Blake said: "I am delighted that we have secured this investment for the residents of Leeds. Access to high speed broadband is the cornerstone of a thriving local economy, helping residents connect and businesses to grow.”
Tom Mockridge, Virgin Media Chief Executive Officer, continued by stating that the council will have an "important role" in helping to set up ultrafast broadband for people across the city and beyond.
He added: "Virgin Media is investing £3 billion to improve the UK’s digital infrastructure. We need more local authorities, like Leeds City Council, to work with us to cut the red tape and secure investment for their residents.”