Communications provider UPC has announced it is launching a 100Mb 'fibre power' broadband service in Ireland.

The rollout of this high speed broadband will make it possible for UPC to deliver advanced services to Irish households, the company said.

Today's announcement is part of UPC's €300m investment in the Irish market.

'Today's ambitious investment plans will serve to boost the consumer experience, delivering faster, more effective products,' Communications Minister Eamon Ryan said.

UPC Ireland CEO Robert Dunn said, 'We're changing the paramteres for consumers who want to experience ultra fast broadband - speeds familiar to many of our European counterparts. These types of products are central to a digital economy and are "must have" items for foreign investors looking to enter the Irish economy.'

Today's announcement was planned to coincide with the offical rebrand from Chorus ntl to UPC Ireland.

UPC Ireland is a provider of television, broadband, and telephone services.