Virgin has held the UK broadband speed record for a number of months now thanks to its 20Mbps cable connection that regularly hits real world speeds in excess of 22Mbps (I know, I'm a customer) but now there's an unlikely new champ...
Little known ISP 'Smallworld Media' has this week snatched gold from Branson's boys with the launch of a 30Mbps service available to all its customers in Ayrshire, Cumbria, Dumfries & Galloway, Northumberland and some sections of Lancashire. That's right people, the North has a more developed cable network than the South....
(I part celebrate - as a Geordie - and part cry: I live in London).
The upgrade comes free of charge to members currently using its 18Mbps 'Gold Broadband' offering with packages starting from just £30pm and including free calls to other Smallworld members, though you do have to switch to a Smallworld line.
Of course this isn't the first time a smaller ISP has grabbed the speed headlines. Recent O2 acquisition Be Unlimited caused a similar stir when it launched the country's first ADSL2+ service back in September '05.
Unlike Be however, Smallworld isn't likely to hold onto its record for long. Deposed champ Virgin Media is already trialling 50Mbps connections so expect this nationwide before the end of the year.
By the way, the picture above shows Smallworld has become the new official kit sponsors of Kilmarnock FC. That's right, the country's fastest ISP sponsors Kilmarnock...?!