Freesat is highlighting the fact it will be showing the 2010 Winter Olympics in high definition, nudging consumers towards Argos, Currys, Comet, John Lewis and Maplin, where Freesat boxes can be purchased.

The coverage is due to kick off with the grand opening ceremony on 12 February with the BBC HD channel, available via Freesat, following events right the way through to the finals.

The games will feature all the favourites from the winter sports schedule including alpine skiing, snowboarding, bobsleighing and ski jump.

There are high hopes among the 50-plus athletes who'll be flying the British flag in Vancouver this February, says Freesat, naming the men's curling team and the skeleton (tobogganing) quartet Shelley Rudman, Amy Williams, Kristan Bromley and Adam Pengilly.

Later in the year, Freesat viewers can also see The World Cup, Rugby Six Nations, Golf Masters and Wimbledon on BBC HD and the FA Cup, England World Cup internationals and UEFA Champions league matches over on ITV1 HD.