Richard Branson will lift the curtain on Virgin Media on Tursday, backed by a £20m (Eur30m) advertising campaign and fronted by film star Uma Thurman.

The campaign will see the launch of cable company NTL Telewest as a quadruple-play UK operator offering TV, internet and fixed and mobile phone services following its £1bn merger last year with Virgin Mobile.

Steve Burch, president and chief executive officer at NTL, will be joining Branson on stage at the Royal Opera house, London, to launch the new brand.

Over the past few days, the Virgin Media logo has cropped up here and there on the internet. Depending on how you look at it the new motif either resembles an ‘8’ on its side [Virgin Media is launching on February 8], the mathematical symbol for infinity, or a Pringle.