Richard Branson-founded Virgin Media will launched in Ireland this Thursday, with cable broadband and TV provider UPC Ireland moving to the Virgin Media brand.

UPC said all operations, products and services will move to the brand, adding it would serve “as a platform for further growth and enhanced delivery of great customer experiences”.

“In almost every corner of the world, the Virgin brand is famous for its entrepreneurial spirit in delivering more for customers, which is exactly what we’re going to do by building even further on all our innovation and achievements to date,” UPC Ireland chief executive Magnus Ternsjö said.

Virgin group founder Richard Branson said Virgin Media has revolutionised the UK market, improving customer service, increasing speeds and bringing more choice to customers. He added that he was "delighted" to bring the company to Ireland.

"We are proud of the way it is building on the strong platform in Ireland. I know we will do great things together with Liberty Global and shake up the Irish market even further," he said.

Virgin Media is a part of Liberty Global, the world’s largest international cable company. Virgin Media and Liberty Global serve 27 million customers across 14 countries

UPC last month said it grew the net number of service subscriptions by 7,300 to reach 1,099,000 overall as of June 30th, 2015, up by about 1 per cent on the same period a year ago, but down from 1,101,900 as of the end of first quarter.