Consumers will maintain their spending on high-speed internet access in a recession, Virgin Media’s chief executive has predicted on the eve of this week’s launch of a “super-fast” 50mbps broadband product.

“Broadband is not a discretionary spend,” said Neil Berkett, adding that the US-listed UK cable company even saw scope to increase prices in a market that only recently appeared defined by price wars between the likes of Carphone Warehouse, BT and British Sky Broadcasting.