Virgin Media has announced that 4,500 homes and business in Louth, Lincolnshire are to be connected to its fibre optic network.
The rollout will form part of the ongoing Project Lightning, a £3 billion scheme to extend ultrafast fibre broadband to 17 million homes by 2019.
Virgin Media expects the work in Louth to be completed before the end of this year.
The upgrades mean households will receive broadband speeds of up to 200Mbps, which Virgin Media says is more than two-and-a-half times faster than the maximum speeds offered by Sky, TalkTalk and BT.
Businesses with ultrafast connections will benefit from speeds of up to 300Mbps. Virgin Media says this is nearly four times faster than the maximum speeds available from its competitors.
Dr Jo Dutton, Regional Director for the Midlands and East at Virgin Media, commented: "We’re delighted to be expanding our network to 4,500 more homes and businesses in Louth.
"Residents will soon be getting the high-speed connectivity and top-notch TV they deserve. We urge residents to come together and register their interest - your street could be next."
Victoria Atkins, MP for Louth and Horncastle, added that good connectivity is "vitally important" for her constituents.
"It is fantastic news that homes and businesses in the area will soon be able to enjoy faster connectivity speeds," she said.
The announcement comes shortly after Ofcom revealed the number of complaints it received about Virgin Media in the third quarter of 2016 was below the industry average.
Whereas the sector saw an average of 20 complaints for every 100,000 customers, Virgin Media had just 11 complaints per 100,000 subscribers.