Given that far more UK (and we suspect global) citizens own High Definition TVs than are subscribed to Sky HD (around 5m to 250,000 last count) it seems the message still isn't getting though: You need a high definition source to watch high definition content!!
For those who did swot up on the topic however Sky has a present for you...
To mark the one year anniversary of its Sky HD digibox the company has announced it has now secured High Def films for Sky Movies HD1 and HD2 from all major Hollywood studios. Notably, for the first time this includes Warner Bros and therefore titles such as 'Syriana' and 'V For Vendetta'. In addition Sky also says that 90 per cent of its commissions and two thirds of Sky One prime time programming will be filmed in HD by Chrimbo next year.
Hopefully this moves us all a small step closer to a time when we will no longer need to base our HDTV purchases on how well each model upscales standard definition content...
...hang on, what am I saying?! 19 out of 20 HDTV owners watch no HD content in the first place!
*sobs, bangs head against the table*
Update: Sky has announced from 1 July it will drop the £10pm subscription charge it bills all Sky+ customers, regardless of which channel package they use. Good move Sky, fancy doing the same for HD?