Britain’s second-largest broadband provider, Virgin Media, has said they want to start charging their content providers varying rates to deliver “prioritized” data, voice and video.

Basically, Virgin Media feels that if you pay for faster service, you’ll get it. If you’re one of those not willing to pay for the faster service, Virgin Media CEO Neil Berkett says you’ll end up in the “bus lanes”. This is based on the principle of network neutrality; where all content is distributed equally among all users where Neil Berkett also states that it is a “load of bullocks”.

Like all broadband providers, Virgin is facing the challenge of delivering growing volumes of video to users, using up huge chunks of broadband in the process. Berkett said Virgin is considering a fee-based system for content providers wishing to have their traffic moved faster than others.