Its worth pointing out that Virgin didn't take over UPC and its got nothing to do with Richard Branson.
UPC is owned by a multinational called Liberty Global who also own Virgin Media. They pay Richard Branson a fee for the name and to do some ads.
They decided to change the name of UPC to Virgin Media for branding reasons. ( I am guessing that they wanted to get rid of the name UPC and save a couple of quid in the advertising budget but reusing the ads and website from the UK).
Nothing about the ownership or management of UPC has changed, so don't expect too many changes in the business plan,