The boss of Virgin Media has revealed that he strives to make the company's broadband service "sexy" as well as reliable.

Neil Berckett, chief executive of Virgin Media, told the Independent that it's a thrilling time to be involved in the digital industry, with new developments springing up every day.

In addition, he does not agree with the pessimism expressed in some quarters that the UK is lagging behind other countries in its adoption of the latest technologies.

"The politicians are looking to accelerate next-generation access; that's the right thing to do," he said. "I think on a global basis we are moving at a good pace."

Leading broadband provider Virgin is set to get enhanced exposure on the high street over the coming months, as a new home electronics store is set to showcase its portfolio of digital products.

The first Best Buy store will open in Thurrock, Essex, next month, with more outlets to follow in the likes of Croydon, Aintree and Merry Hill, in the west Midlands.

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