It is free, when your area is upgraded you will get upgraded automatically, but you will need the Superhub to get it.
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If you’re currently on up to 10Mb, up to 30Mb or up to 50Mb broadband, we’ll double your speed. If you’re on up to 20Mb you’ll be tripled. And for those on Broadband 100, we’ll be boosting you up to a mighty 120Mb – a new benchmark as the UK’s fastest widely available broadband.
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http://my.virginmedia.com/customer-n...edupgrade.html