Virgin Media, the UK cable company that is the target of private equity investors, on Thursday appointed a second investment bank in an effort to attract buying interest from US and international cable companies amid concerns that market volatility could make a private equity deal less of a safe bet.

The company, formerly called NTL Telewest but rebranded as Virgin Media after British billionaire Sir Richard Branson took a 10.1 per cent stake, held a board meeting in New York on Thursday to discuss its options, according to people familiar with Virgin Media’s plans.