Robojin
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This is also true of HD Ready, which = 720P, so before you buy, check that the TV supports 1080P (typically 32" and above). Panasonic advertise some 1080P sets as Full-HD.That's the other thing giving HD a bad name, people buying an HDTV and expecting everything to be HD. (Not meaning you Andy, I see you know the score. ) A lot of people see digital TV\the switchover and HDTV as being all the same so therfore new HDTV with Freeview = better pictures. Usually it's the opposite.
I suspect some of the content on ITV HD during non-peak maybe SD or at best 720P
I'd also recommend spending a little extra buying sets that include FreeViewHD, a large part of the UK can now receive BBC1 HD, ITV HD and Ch4 HD after the 2012 switch over a lot of bandwidth will be freed up and more of the channels will be able offer HD content if they choose to.