Digital Spy: STV prepares HD push for World Cup

Story from Digital Spy:

ITV licence holder in Scotland STV has confirmed its intention to accelerate investment in a high definition service for launch ahead of the World Cup.
In its annual general meeting statement published today, STV said that it expects the UK television advertising market to be up between 10% and 20% year-on-year in June.

Due to the predicted upturn in the market, STV intends to launch a HD channel on Freeview and Virgin Media in Scotland in time for the football showpiece.

"As a result of the improved advertising market, STV today confirms an acceleration of investment in high definition, greatly enhancing the viewing experience for our audiences," said the broadcaster.

"Initially, this HD service will be available on digital terrestrial and digital cable services and we expect this to be in place for the 2010 World Cup."

However, STV "remains cautious" about performance in the second half of 2010 due to increased uncertainty resulting from the general election.

STV further said that there have been "no changes" in its legal tussle with ITV over disputes pertaining to airtime sales debt and video on-demand rights.