Sky is trumpeting its own success with the news that in the past year it has more than doubled the number of homes receiving its high definition TV service.

There are now over a million Sky customers watching HD after "record sales" in the first 3 months of this year saw one Sky+HD box sold every 30 seconds.

The number of Sky+HD customers grew by 243,000 in the first 3 months of 2009 and by the end of March 2009, the total number of Sky+HD customers stood at over 1 million, up from 465,000 a year earlier.

Stephen van Rooyen, Sky’s director of product management, says: "The growth of HD is really starting to take off as more people discover the difference in picture and sound quality. Whether you’re a fan of Hollywood movies, Test cricket, dramatic documentaries or operatic arias, you can enjoy more of the things you love in stunning high definition with Sky".