Virgin Media is understood to be gearing up to launch a budget broadband service.
According to City A.M., precise details of the plan remain a closely guarded secret.
However, the publication has reported that Virgin Media wants to expand the coverage of its cable network at some point in 2017.
The project is believed to be known as Project Prosecco and would see Virgin Media stepping up the competition with other providers that offer discount broadband packages.
Virgin Media was recently found to offer the fastest average download speeds of any major internet provider in the UK.
According to research by Ookla, the company offers average download speeds of 161.33Mbps.
This puts it well ahead of its closest rivals, with BT recording an average of 63.23Mbps, Plusnet offering an average of 59.53Mbps and TalkTalk achieving speeds of 37.57Mbps.
Source: City A.M.