Two more terrestrial channels have submitted applications to broadcast high definition content on the Freeview HD service, expected to begin rolling out as digital switchover progresses.
ITV would use one of the three Ofcom-allocated slots to broadcast a simulcast of ITV1 during "primetime" 6pm-11pm each evening. This would include a single national service for England and Wales, plus branded streams for Scotland and Northern Ireland (presumably to keep the likes of STV happy).
A lot of that content will simply be upscaled, thought ITV expects that between 40 and 50 percent of original programming will be made in high definition, increasing to 60-65% by 2012, and approaching three-quarters by 2014.
ITV has stated that in its launch year (2009-10) it could broadcast 84 football matches in high definition, including the World Cup, as well as home-grown dramas including Marple and Lewis.
Channel 4 has proposed to bring its 24/7 4HD service to Freeview, with Wales getting S4C HD.
The channel has also argued that the Freeview HD service, which is going to require new hardware anyway, should have Internet connectivity and DVR functionality, much like Sky, Virgin, and BT boxes, in order to remain competitive and allow viewers to access video on demand services.
(Via Digital Spy)
