Virgin Media's superfast 'up to' 100Mbps broadband service is now available to 10 million homes in the UK.

The roll-out of the service, which was first launched in October 2010, was initially expected to be completed by mid-2012. However, the ISP has managed to get ahead of schedule and believes it will be completed this spring.

"Soon half the country will be able to get superfast 100Mbps broadband from us. Reaching today's milestone puts us ahead of schedule as we help propel the UK up the global broadband rankings," SAID Jon James, executive director of broadband at Virgin Media.

"Broadband is coming of age as more people give up on slow DSL in favour of superfast fibre optic speeds."

Last week, week Ofcom revealed that Virgin Media's 'up to' 50Mbps service has the highest average actual download speed of 49Mbps, coming top of all the 13 providers offering fibre and copper services tested in its sixth UK Broadband Speeds report.

However, the County and Land Association said the roll-out only relates to urban areas and rural homes and businesses are still being ignored.

"Rural areas are still losing out in the broadband provider war. Virgin Media's latest rollout ignores homes and businesses in the countryside to give areas that already have good broadband even faster connections," said Dr Charles Trotman, CLA Head of Rural Development.

"Rural areas with inadequate broadband should be brought up to speed first before doubling the speeds for areas that do not need improving. We are seeking urgent talks with Virgin Media to establish how best they can help rural communities," he added referring to the ISP's recent announcement to double the broadband speeds of its customers free of charge.

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