The Virgin boss willingly dragged himself through another PR stunt as he donned lip stick and a stewardess' uniform to honour a losing bet.
The Virgin Galactic aircraft, designed to carry passengers into Space, has broken the sound barrier on a key test flight.
Dubbed the Darth Vader of the US network TV industry, John Malone is the man behind Liberty Global, the 'world's leading broadband company.'
The founder of Virgin Atlantic, Sir Richard Branson has told the Independent that terror warnings issued by the Foreign Office to tourists are "doing more harm than good".
The British entrepreneur said that warning of the risk of a terrorist attack was "exactly what the terrorists wanted" because it reduced tourist numbers.
In a statement the FCO said "We have a responsibility to make sure British nationals have the necessary information and advice so that they can make their own choices. We would rightly be criticised if UK lives were lost and we had not reflected a known terrorist threat in our travel advice."
Sir Richard Branson's airline Virgin Atlantic starts its first domestic services today.
Known as Little Red, the new service begins with a Manchester to Heathrow flight this morning, kicking off a four-times-a-day service between the two airports.
Next Friday a six-daily Heathrow-Edinburgh service begins, followed by thrice-daily Heathrow-Aberdeen flights from April 9.
Virgin is starting domestic services after take-off and landing slots at Heathrow were made available following the takeover of carrier bmi by British Airways parent company IAG.
– Virgin Media CEO, Neil Berkett
Virgin Media has transformed the digital experience of millions of customers, catalyzed a deep-rooted change in the UK's digital landscape and delivered impressive growth and returns for our shareholders.
I'm confident that this deal will help us to build on this legacy. Virgin Media and Liberty Global have a shared ambition, focus on operational excellence and commitment to driving shareholder value.
The combined company will be able to grow faster and deliver enhanced returns by capitalizing on the exciting opportunities that the digital revolution presents, both in the UK and across Europe.
Liberty Global says the deal with Virgin Media means the company will have a total of 25 million customers in 14 countries.
It is already the largest cable operator in most of its 11 European markets. But the majority of revenue is expected to come from five countries - the UK, Germany, Belgium, Switzerland and the Netherlands.
Liberty Global says it plans to continue investing in Virgin's broadband network.
Virgin Media's new owner, Liberty Global, is controlled by John Malone who has been trying to seal a deal for more than a decade:
- Virgin Media was created by the merger of cable operators NTL, Telewest and Virgin Mobile in 2006
- Malone began buying up stock in Telewest and tried to acquire NTL back in 2000
- The deal marks his largest European acquisition
- Liberty Global already ranks as the largest cable operator in Europe with 18.4 million subscribers
A US cable firm has confirmed that it will buy Virgin Media in a deal worth $16 billion (£10 billion).
Liberty Global said the agreement would create "the world's leading broadband communications company".
With almost five million customers, Virgin Media is Britain's second biggest pay TV company, and Liberty Global is the largest cable operator in most of its 11 European markets.
Mike Fries, President and CEO of Liberty Global, said: "Virgin Media will add significant scale and a first-class management team in Europe's largest and most dynamic media and communications market."
Virgin Media CEO Neil Berkett added: "The combined company will be able to grow faster and deliver enhanced returns by capitalising on the exciting opportunities that the digital revolution presents, both in the UK and across Europe."
Sir Richard Branson's Virgin Group is to retain a 51% stake in Virgin Atlantic after Delta Air Lines agreed a deal to buy 49% of the airline.