Just as the World Cup did two years ago, this year's key summer sporting events have helped to boost adoption of high definition TV in Europe.
According to DEG Europe, one-third of European households will own at least one high definition TV by the end of the summer, though of course they may not be watching high definition content on it. That's thanks in part to the popularity of Euro 2008 and the Beijing Olympics.
DEG Europe is aiming for 100% adoption of HD technology across Europe, and has already distributed several million information brochures in new DVD releases, educating consumers on how to get the most from HDTV.
Johnny Fewings, VP Strategic Initiatives, Universal Pictures International Entertainment, speaking for and on behalf of DEG Europe, said, "In the first half of 2008, the home entertainment industry saw a substantial increase in high definition software sales. DEG Europe estimates that despite the economic slow down, software sales increased six fold in units and five fold in value across Europe, further driving growth expectations for next generation disc sales."
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