ITV has quietly announced it is to team up with the BBC, Channel 4 and five for the technical trial of high definition (HD) television in London this summer.
The 6-month trial, using a test and development licence from Ofcom, will use local digital terrestrial (DTT) frequencies to show a selection of specially-recorded HD programming over the trial period.
ITV's programming will include its share of live World Cup matches and a range of other programming.
Designed to test a range of consumer equipment and gain a better understanding of terrestrial HD broadcasting, the trial will be received by a group of around 500 volunteers in the London area.
Simon Fell, Controller of Emerging Technologies, ITV, said: “ITV is already commissioning and recording a wide range of HD programming. We are committed to making our content available on whatever device, whenever and wherever our viewers want it. This trial will allow us to evaluate the technology and give us valuable insight into viewer attitudes to HD, helping to show the possibilities for HD broadcasts over DTT post-switchover”.
What isn't clear is whether or not Sky HD or Telewest customers will be able to get the HD content, especially the World Cup Games.
We are awaiting confirmation from both ITV and Sky.
We will keep you posted.