Virgin Media has announced a new standard of ultra-fast broadband called Vivid, with speeds reaching 200Mbps.
Top speeds for Virgin Media hit their current 152Mbps rate back in February 2014, but are being increased further under the new Vivid label.
This Vivid branding will be applied to all of Virgin's broadband services from 100Mbps upwards, but all customers can benefit from the speed increase.
Customers on a 50Mbps package will be able to upgrade to 70Mbps and those on 100Mbps will be able to upgrade to Vivid 100Mbps. Customers on a 150Mbps package will be able to get the full Vivid 200Mbps.
This means that even customers on the lowest Virgin package will be getting speeds that are comparable with the top BT packages. What's more, these upgrades will come at no extra cost to customers.
Virgin will be contacting its customers this week to offer the opportunity for them to upgrade to a faster speed from 1 October.
Virgin explains the speed of a 200Mbps connection as being able to download a two-hour HD film in 3mins 2secs, or a music album in only 3 seconds.
The company claims that it will be able to offer these superior speeds to 90% of its customers by the end of 2015. Virgin attributes the speed of this rollout to its DOCSIS 3 cable technology, which makes use of coaxial cables that "hold on tight to top speeds over distance."