UPC is in line for another name change, after parent company Liberty Global announced that it is to be rebranded as Virgin Media in Ireland.

UPC operated as Chorus NTL until 2010 and the telco firm’s new name reflects the fact that UPC Ireland became part of Liberty Global’s UK subsidiary, Virgin Media, in December 2014. Virgin Media UK was bought by Liberty Global in 2013.

The UPC rebrand is the latest move in a busy year for the firm, which bought TV3 in a deal announced a few months ago. The newly christened Virgin Media in Ireland also has plans to launch a mobile phone service later this year.

The Virgin Media brand is being seen by Liberty Global as a better platform for further growth of its operations in Ireland.

Magnus Ternsjö (pictured), CEO of UPC Ireland, said: “Introducing the Virgin Media brand to Ireland is a big investment in our business and our future.

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“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.”

Tom Mockridge, Virgin Media’s CEO, added: “Everyone at Liberty Global is immensely proud of what the team at UPC Ireland has achieved, particularly the significant growth the business has delivered.

“Now, it’s time for a step-change. We have some exciting plans in the pipeline to boost competition for consumers which we will announce in due course.”

Meanwhile, Richard Branson, Virgin Group Founder, commented: "We are delighted to bring the Virgin Media brand to Ireland. We are proud of the way it has revolutionised the UK market, improving customer service, increasing speeds and bringing more choice to our customers.

“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."

All UPC Ireland’s operations, products and services will move to the new Virgin Media brand.