The service, which launches later in the year, will allow users to download as much music as they want for what Virgin Media calls a 'great value' monthly subscription fee.

Users can then play the music on any MP3 compatible device, including PCs, iPods and mobile phones. The music will be theirs to keep forever.

Virgin Media says it's negotiating with other UK major and independent music labels and publishers to ensure it can offer a large catalogue when the service goes live.

The company will also use the service to educate its user-based on the perils of piracy and the merits of legitimate online stores - customers found to be persistently distributing Universal Music's copyrighted content across its network will have their internet access temporarily suspended.

The news certainly ups the stakes in the UK digital music market, with Nokia pushing its Comes With Music model and Virgin Media's rival Sky preparing its own offering.