ITV HD will launch tomorrow afternoon (June 7) as an exclusive service to Freesat households. The debut coincides with the start of the Euro 2008 football tournament that has spurred the launch of a number of other HD channels across the continent. The part-time channel will be accessed by pressing the Red Button following an on-screen trigger.
Although Euro 2008 will occupy the channel for the next few weeks, Simon Fell Controller Emerging Technologies, ITV Consumer said there would also be HD coverage of England Internationals, the Champions League and selected dramas.
Speaking at Understanding and Solutions’ Driving Digital Content event, Fell said the Red Button strategy was made necessary by the structure of the ITV Network. “We’re a regional business funded by advertising and that’s the model we have to keep to.”
Once an HD broadcast has completed, viewers will be returned to their local ITV region.
