Virgin Media has announced it is to provide 50,000 premises across the Nottingham area with ultrafast internet connectivity.
Homes and businesses across the local area will benefit from the move, with estimates suggesting it may provide speeds twice as fast as those offered by BT, TalkTalk and Sky.
It will initially cover homes and businesses in the NG postcode, which currently includes Nottingham city centre, as well as surrounding towns such as Mansfield, Newark-upon-Trent and Grantham.
A total of £25 million has been invested by the company in the project, which is part of a £3 billion programme to connect four million UK homes and businesses over the course of the next five years.
Virgin Media has already earmarked more than 250,000 premises in Manchester, Leeds and Nottingham.
Connections will be made where demand is strongest, with interested parties invited to sign up online at 'cablemystreet'.
Tom Mockridge, Virgin Media Chief Executive Officer, said: “The early interest from homeowners, businesses and Nottingham City Council has been instrumental in Virgin Media being able to fast track our network expansion plans in the area.
"You can now help us to get ultrafast internet access to your home or business premises by registering today at virginmedia.com/cablemystreet.”
The company's efforts are being supplemented by the council, with Councillor Nick McDonald, Nottingham City Council Portfolio Holder for Jobs, Growth and Transport, claiming the project was firmly in the interest of the city and the surrounding area.
He added: “Better broadband brings huge benefits for the people and businesses of Nottingham. I welcome Virgin Media’s investment to extend its ultrafast internet to the city centre and suburbs and encourage communities across Nottingham to identify their demand for broadband.”