June 7 Launch for ITV HD

LONDON, June 4: British
commercial broadcaster ITV is set to launch its high-definition service on June
7, kicking off with live coverage of Euro 2008.

The HD service will
initially be available to viewers watching on Freesat, the free, digital
satellite television service from the BBC and ITV that reaches 98 percent of
British households. The live HD coverage of the Portugal/Turkey match will be
accessible via the red button, with on-screen prompts on ITV1 directing viewers
with Freesat HD boxes that high-definition programming is available.

ITV’s HD coverage will
also include a range of top movies, as well as UEFA Champions League, FA Cup
and England football internationals, to be followed later by selected ITV
dramas and acquired programming.

Jonathan Rogers, the
director of operations for ITV Channels, said, “We’re delighted to be able to
launch the ITV HD service in time for the European Championships. Alongside an
unrivalled line up of free-to-air premium football, as we move through 2008 ITV
HD will offer a range of top movies and drama premieres shown in high
definition.”

—By Mansha Daswani