Virgin Media launches new music download service

Virgin Media has launched a new music service designed to discourage illegal downloading.

Virgin Media has signed a deal with Universal Music that will see it offer a new music download subscription services to its users.

The internet service provider (ISP) said the service is designed to "bring about a rapid and permanent change in the way UK consumers buy and listen to music".

Its announcement comes as ISPs are coming under growing pressure from music and film industries to protect intellectual property and tackle illegal downloading.

Though the service, Virgin Media customers will be able to stream and download as many music tracks or whole albums as they wish from the Universal Music catalogue in return for a monthly subscription fee.

Unlike other music subscription services, such as Napster, users will be able to keep the downloaded music permanently and play tracks on any mp3 device.

At present, only Universal Music has signed up to the service, although Virgin Media said it is negotiating with other music labels and publishers to expand its offering in time for the official launch later this year.

As part of the agreement with copyright holders, Virgin Media will also be stepping up its enforcement activity in relation to illegal file-sharing on its network.

"This will involve implementing a range of different strategies to educate file sharers about online piracy and to raise awareness of legal alternatives," it stated.

And it confirmed that persistent offenders could face a temporary suspension of their internet connection as a last resort.

Virgin Media's announcement comes ahead of the publication of the government's Digital Britain report, which is expected to include proposals to tackle the intellectual property issue.