Virgin Media, the major broadband provider in the

UK, signed a four-year deal with Cable & Wireless (C&W) to extend its services to its off net customers as well as new customers. Presently, Virgin media offers its bundled services that include broadband, phone and television services to half of all

UK households. This agreement is 'an important step towards making Virgin Media a truly national brand , quoted Chief Operating Officer Neil Berkett. As per the deal, the British Telecoms company will make its wholesale broadband service available for Virgin Media to access 4 million additional households in

UK.

Neil Berkett further commented: "It lays a foundation for us to provide our unique quadplay services to the 50 percent of households outside our cable network."Virgin Media which was formed in March, 2006 after the merger of NTL Inc and Telewest broadband, has a customer base of more than three millions. It has introduced many innovations in marketing strategies including simplified tariffs and special offers to compete with other major

UK broadband providers like BT, SKY and Tiscali. However, Virgin Media's ongoing dispute with BSkyB has resulted in removal of sky channels from its cable network and the consequent loss of its customer base. C&W owns the largest broadband network in the

UK after BT broadband service. After it has sold its retail section of its broadband services, presently its network covers four million households in the UK.