Virgin Media has announced plans to begin the first part of a major broadband upgrade programme.
Customers on Virgin Media's "L" tier broadband package will be upgraded for free, taking their service from 4MB to 10MB.
The upgrade will roll out by regions from late February and Virgin say, on the new 10MB service, a customer will be able to download a typical music track in just 4 seconds, an album in under a minute or a TV show in around 5 minutes.
The upgrade will be completed by late summer, but even this respectably speedy service pales in comparison with some related news.
Following successful trials in Ashford, Folkstone and Dover, Virgin Media will also be extending its upgrade programme to a superfast 50MB.