Virgin Media, UK's first quad-play provider of broadband, TV, phone and mobile services, and Universal Music have announced today that they plan on releasing into the wild a new digital music service that aims at changing the way UK consumers buy and listen to music. According to Virgin Media, its broadband customers will have the possibility to stream and download as much music tracks and albums as they like directly from Universal Music's catalog, while only paying a great value subscription fee.

At the same time, the company says, users will be able to keep the music they downloaded and store it on an MP3-compatible device. Those who will use the service regularly, though not in an unlimited manner, will also benefit from an “entry level” offer. Virgin Media has also stated that it negotiates with UK major and independent music labels so as to be able to offer a compelling catalog when the service is launched later this year.

“In terms of both convenience and value, our new music service will be superior to anything that's available online today and provides a fair deal for both consumers and artists. There is no better example of Virgin Media's commitment to harnessing digital technology to give customers what they want, when they want and how they want,” stated Virgin Media's CEO, Neil Berkett.

Both Virgin Media and Universal Music will work for the protection of the latter's intellectual property and to reduce the unauthorized distribution of the company's repertoires on the former's network. It seems that the two parties will work on educating file sharers on the online piracy and on the legal alternatives. Virgin Media has also said that persistent offenders might even see temporary suspensions of Internet access.

Lucian Grainge, chairman and chief executive of Universal Music Group International, said, “Britain has a world-class reputation for artists and music. Now British consumers will have access to a world-class digital music service. I believe this puts all of us at the forefront of a new era.”