The great and the good of the UK consumer electronics industry were out in full force at this week’s launch event for Freeview HD.

It was encouraging to see such a healthy turnout of broadcasters, manufacturers and press assembled at Channel 4’s HQ in London.

Today (March 31), around 4.5 million homes were able to receive Freeview HD for the first time, including the cities of Birmingham, Leeds and Cardiff. This puts Freeview HD coverage on track to reach up to 50 per cent of the UK by the time the World Cup kicks off on June 11.

On the same day, Channel 4 HD joined the Freeview HD line-up, alongside the BBC HD channel and ITV1 HD.

Speaking at the launch, Ilse Howling, managing director of Freeview, said that the arrival of Freeview HD was the most important day in the history of Freeview since it launched: “As Freeview launches HD, HD is genuinely coming of age – HD goes mass-market today.”

Personally speaking, I think Freeview HD is an exciting proposition for both consumers and retailers.

3D might be the technology that’s generating the column inches right now, but let’s face it, the kit is expensive, the content is limited and at the moment it’s only early adopters who are likely to part with their hard-earned cash for the 3D home experience.

Freeview HD is here and now, it’s in the mainstream and the consumer benefits are obvious.

To receive Freeview HD, consumers will need one of three things – a Freeview HD TV, a Freeview+ HD recorder or a set-top box.

In the run-up to the World Cup – always a good catalyst for CE sales – there will be a raft of Freeview HD boxes and Freeview HD TVs available to buy from manufacturers including Sony, Panasonic, Humax and Bush with more to follow from Philips, LG and Samsung. Freeview+ HD recorders will also be in the shops before the World Cup.

At the launch, Tim Hunt, Freeview’s director of marketing communications, assured attendees that his company had put in place a comprehensive Freeview HD training programme for both retailers and manufacturers.

Mr Hunt also singled out useful sales tools, such as the Freeview website and the SMS text message service to check Freeview HD coverage.

Most major retailers have been well briefed in-store on any potential issues, such as coverage, and Freeview is working very closely with the supply chain, added Mr Hunt.

So, in the short term, I believe it is Freeview HD – not 3D – that will offer our industry a vital shot in the arm, valuable opportunities for retailers and an exciting viewing experience for consumers.

seanhannam@ertgroup.co.uk