In a move which is sure to cause much controversy in the market place, Virgin Media Chief Executive Officer Neil Berkett has hit back at claims that the web users are the ones who should dictate which content is delivered to their screens. As the row over ISPs abusing their privileged position continues, Virgin has been quoted as boasting “pay us more and we will deliver your content faster”. So who is right? Who should control the content you see on your screens?

Since the onset of the internet and the mushrooming of the ISP market, all net providers have been “net neutral” meaning that all content is delivered at the same speed, with no bias and no monetary influences. Virgin have now broken ranks with the ISP rank and file so no doubt we will be seeing a politically orientated news feed from them with a case of “money talks”.

While we all understand that they are a commercial business looking to make money, the distain with which they appear to be treating their ISP customers has shocked many – don’t tell us what you want, let us decide what you see. The problem now is that because Virgin has broken ranks and look set to rake in the money from their new approach, more and more other ISPs will be forced to follow suit in order to retain their market share.

Even though there is no doubt that Virgin has been ground breaking on a number of issues in the past, this for many people is one step too far and a throw back to the olden days. Net neutrality is vital for the future and if this latest move by Virgin were to fail, they risk loosing more than just a few content delivery contacts.

Us web surfers have very long memories!