NTL renames itself Virgin Media

Virgin Media was launched amid much fanfare

Cable firm NTL has relaunched itself as Virgin Media as it seeks to strengthen its challenge to pay-TV rival BSkyB.

The rebranding comes after NTL bought mobile phone network Virgin Mobile last year, and fellow cable firm Telewest at the end of 2005.

Virgin Media is offering customers a number of TV, broadband, and both fixed-line and mobile phone services.

The new name is a fresh start for NTL, which has admitted that it suffered from weak customer service in the past.

'Extensive range'

Virgin Media is being led by Sir Richard Branson, who became its largest shareholder following NTL's takeover of Virgin Mobile.

"For the first time there is a single brand set to provide a more extensive range of television entertainment, broadband and communication services than previously offered by anyone in the UK," he said.

Virgin Media, which on Thursday took out a number of full page newspaper advertisements, will offer packages ranging from £20 to £40 a month.

Analysts said the firm still has a long way to go to prove itself.

"While we recognise that Virgin is a stronger brand we believe that the underlying issues facing cable will remain largely unchanged," said investment bank UBS.