The Sunday Times newspaper has reported that Cable & Wireless (C&W) looks set to win a key broadband coverage and supply contract with Virgin Media. The deal would see C&W selling broadband to those outside of Virgin's cable network.

No formal announcement is expected to be made until next month, yet Virgin has stated that they are no longer negotiating with other suppliers. C&W will deliver the service to Virgin's customers through its wholesale broadband arm; formerly known as Bulldog Communications (Bulldog is now part of Pipex).

The deal would allow Virgin greater access to an unbundled (LLU) broadband ADSL network, although hopefully this wouldn't mean another enforced migration for Virgin's existing BT based ADSL subscribers (formerly Virgin.net).