HDTV broadcasting and production is high on the agenda in the SVT strategy. Today SVT broadcasts the channel SVT HD via the satellite operators Canal Digital and Viasat, the cable operator Com Hem and in parts of the terrestrial net (Stockholm, Västerås, Uppsala).

The aim is, starting next year, to broadcast at least one first run programme produced by SVT every day. SVT Acquisitions department is also scanning the market for feature films and TV series in HD.

But already today SVT HD broadcasts approx. 30 hrs a week.

SVT HD is simulcast with other SVT channels. That means that when a programme also is available in high definition it will be offered in the very best quality to the Swedish audience.

Swedes are very keen on good technical TV quality. They are buying HD-ready flat screens like never before for their homes, many investing in 5.1-sound as well. "Cinema at home" is becoming a status symbol.

Towards the end of 2008 75% of the Swedes are expected to have a "HD-ready" widescreen TV as their main set.

84% of the Swedes aged 15 -74 state that they know about HDTV and the superior quality.

But the real break through for HD in Sweden is believed to be the terrestrial net and that is still very much in the future.