BSkyB is set to use the Birmingham Test Match this week to help spearhead the launch of its high definition TV service in the UK.
The satellite broadcaster launches its eight channel package today - but experts believe many consumers remain unsure about the new technology.
And from Thursday, Sky's new service will feature coverage of the second cricket Test between England and Sri Lanka from Edgbaston.
A spokeswoman said: "Sport is one key part of the package and we're very pleased to be able to launch with a high profile Test Match during the first week."
Analysts agree HDTV will offer significantly better viewing thanks to higher capacity television sets and better resolution broadcast images.
But some believe take-up will be modest until there is enough content to make it worth investing in the new sets, prices of which start at around #1,000 on the high street.
Sales of HDTV sets are already rising, however.
According to research company GfK, 700,000 HD-ready sets were sold in the UK up to the end last year with a further 2 million projected for 2006, making a 2.7 million total by the end of this year - more than 10 per cent of all households.
Nate Elliott, analyst at Jupiter Research, thought take-up of HDTV will still be modest.
He said: "The only folks to bother with it now will be the true die-hards, a relatively small handful of consumers. I think it is set to begin as a very niche behaviour.
"There is a lot of confusion out there. I don't think industry is helping."
He said retailers seemed to have done a "pretty poor job of training staff" adding that it was alarming to walk in to stores and "find staff are giving wrong advice".
Mr Elliott said the lack of high-definition services remained a "big inhibitor" to growth in the UK.
He said: "In all other markets, we've seen that early-stage growth has to be driven by supply-side pressure, yet there has been effectively none in the UK.
"The first high-definition content came from Telewest but they're only now at the point where they can deploy nationwide, as is Sky. There has been nothing to watch in high definition."
Although new HDTV sets or "HD-ready" sets can receive high-definition services, view-ers will also need a #299 settop box receiver on subscription and to be in an area capable of receiving the broadcast signal.
Michael Briggs, senior researcher at Which? - the independent consumer magazine - said retailers do not always explain this to customers.
"Consumers need a sub-scription to Telewest or Sky to actually see programmes in high-definition," he said.
"Unless you have a sub-scription, what you see on your new set will just be ordinary broadcast images.
"Publicity about HDTV is everywhere and it has been a big selling point for new television sets.
"But are people clear about how to get it? I don't know that they are." ..SUPL: