High-definition popularity surpasses expectations

Sky claims to have taken 90,000 orders for its high-definition Sky HD TV service.

Some 38,00 UK homes had been kitted out with Sky HD by the end of June, and the company hopes to install all 90,000 orders by September.

Sales of HD-ready televisions are also buoyant. According to market research firm GFK, 2.7 million HD-ready sets are expected to be sold by the end of 2006, up from an initial forecast of 1.4 million.

Sky HD began its first installations in the UK and Ireland on 22 May. Viewers benefit from a cinema-like experience, with four times the picture detail of standard definition.

The digital satellite broadcaster now offers 10 dedicated high-definition channels in the UK, including Sky One HD, Sky Sports HD, and two Sky Movies HD channels. The BBC also runs a free-to-air channel, BBC HD, on Sky channel 145.

"We are really pleased with the take up of Sky HD which has exceeded expectations," said Hilary Perchard, head of product marketing at Sky HD.

"We are looking forward to an exciting year ahead with lots of great HD content in the pipeline including the exclusive Robbie Williams concert, a Star Wars HD marathon and Sky Sports HD's amazing summer of sports."

Sky recently announced its first high-definition live music broadcast in the UK, with Sky One and Sky One HD set to air a Robbie Williams concert on 9 September.

Sky Sports HD plans to screen live coverage of events including the 2006 Ryder Cup, Guinness Premiership Rugby and Barclays Premiership football.