HAMPSHIRE-based Virgin Media could undergo another name change to make it easier to restore relations with BskyB and end a spat over the loss of popular channels.

The sale of the cable giant would allow a buyer to distance itself from Richard Branson who has been the public face behind a high profile battle over fees.

It has seen hit Sky shows such as The Simpsons, Lost and 24 suddenly disappear from the Virgin customers' screens.

The row followed BSkyB thwarting Virgin's efforts to take over ITV.

Now US private equity giant firm Carlyle Group has made a £5.5 billion offer (about £11.5bn including debts) for the troubled TV, Internet and telephone supplier, it is thought another name change is on the cards.

City sources say that the private equity firm would be able to swiftly settle the differences with BskyB by making the move.

However, one industry watcher doubted whether Carlyle would so readily ditch the Virgin brand which strikes a cord with the British public.

About £25m has been spent on promoting the Virgin Media brand with ads featuring Hollywood actress Uma Thurman.

Virgin came into existence last year after a takeover of NTL, whose image was dogged by a customer service complaints.

For the hundreds of Hampshire staff at the Hook based firm, it is yet another twist in a series of unsettling revelations.

They have already had to cope with significant job losses as a result of the NTL merger with cable rival Telewest and another merger with Virgin's mobile phone division.

Sir Richard is the largest investor in Virgin Media, which has nine million customers and a £4bn annual turnover, from its cable TV, Internet and mobile phone businesses.

Yet its three million TV subscribers are less than half the number on Sky's books, If the deal with Carlyle goes ahead, Virgin will become just the latest major regional employer to be bought up by private equity, following the likes of the AA and Southampton docks owner ABP.

Other bidders are thought to be circling the company.