Virgin Media O2 has kicked off its expected broadband and mobile data battle with British Telecom (BT) with a multimillion-pound brand campaign aimed at raising awareness of its new 'Volt' broadband offering.
Volt is VM02's first consumer proposition since it was formed through a £31bn merger between mobile network O2 and broadband provider Virgin Media.
The campaign's centre point is a minute-long ad that debuted during the finale of last week's Ant & Dec's Saturday Night Takeaway on ITV1.
VM02, BT and other broadband groups such as City Fibe and Zen are spending billions upgrading their networks to encompass 5G and fibre-to-the-home, which brings superfast internet access to the doorstep.
Zen revealed plans last month to boost speeds across millions of homes in the UK, while City Fibre recently completed a fundraising as part of a £4bn investment to target 8mln homes by 2025.
BT has committed to spending £15bn to provide full-fibre networks to 25 million homes also by 2025.
Shares in BT were flat at 192.8p today.