7 March 2005
In the wake of the government's recently published green papers, BskyB has unveiled bold new steps towards the imminent roll out of expensive high-definition TV (HDTV) sets.
The Guardian today writes that BSkyB's chief operating officer Richard Freudenstein has revealed that the digital TV supplier is now hoping that consumers in the UK will be happy to spend that little bit extra on the advanced technology.
The move could backfire however according to analysts especially after HDTV was overshadowed last year by Sky's FreeSat service aimed at competing with Freeview.
"For us at Sky, that was a shame. Internally, we were of the view that, of the two initiatives, HDTV was of greater significance and would have more far-reaching consequences in the long term," commented Mr Freudenstein.
"I still believe that is the case, even though free digital television and analogue switch-off continue to make bigger headlines."
The chief operating officer added that expectations for HDTV remain high and that BskyB hopes the majority of UK households will have at least one high-definition screen by 2010.
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