Virgin Media Inc., a British provider of TV, Internet and phone services, said Thursday that it will conduct a trial using utility poles to send high-speed broadband Internet service to homes in the U.K.
Virgin Media said the trial start delivering broadband to homes in Woolhampton, Britain this month. It is set to run for six months.
The company said that connecting homes straight to its fiber optic network will boost speeds over that which was available through a copper network offered by BT Group.
The company will also offer Woolhampton residents its television service.
Virgin Media's fiber optic network is currently available to more than 12.6 million homes, and the company is working to expand it to an additional 500,000 homes.
Virgin Media U.S.-traded shares fell 8 cents to $17.07 in afternoon trading.