In a Sunday Business Post article on 11 February 2007, UPC Ireland's marketing manager revealed that the rebrand was due to take place no later than May 2007.

On 10 June 2007 UPC announced its takeover of one of the remaining small Irish operators, Clane Cable Systems.

[8] On 3 July 2015 it was announced that UPC Ireland had bought the TV3 Group for €80 million from Doughty Hanson, the deal may also deliver a further €7million should TV3 meet certain performance targets.

The deal will need regulatory approval by Competition and Consumer Protection Commission as well as a media plurality test by the Department of Communications.

[11][12] Virgin Media Ireland focuses on four key areas; cable television, broadband, mobile and telephone.

These services are offered to large corporations, public organisations, and small to medium size businesses in Ireland, primarily in Cork, Dublin, Galway, Limerick, and Waterford.

In May 2010, Virgin Media Ireland announced plans for a 100 Mbit/s broadband service which would be offered to home users across its broadband-capable network in the coming months.

[13] In December 2010 UPC launched its 100 Mb Fibre Power Broadband package, making it the fastest ISP for residential customers in Ireland at the time.

[15] The main product offered by Virgin Media Ireland is cable television services, in SD and HD digital formats, using DVB-C encrypted using Nagravision.

On 5 August 2009 UPC launched its HDTV service in Ireland, which includes many international and regional television broadcasters.

[17] It offers HD as standard and consolidates all services (TV, broadband and home phone) into one device.

[20] Max package customers are also able to watch BBC, ITV and US box sets and additional content from the likes of Discovery Channel, Food Network, FX, History, MGM and True Movies.

The video on demand service also allows customers in Ireland to watch classic movies and the latest cinematic releases.