Romanians will become the newest viewers in central Europe this week (Oct. 1) to receive the History HD channel in their native language.

UPC and Philips this week formed a strategic partnership to eventually introduce HD programming to several European countries, beginning with the Netherlands. The timing of the agreement will, among other things, provide the opportunity for UPC's Dutch customers to watch the 2006 World Cup next summer in HD.

The device connects to a TV set (to set-top box) and various AV components without any required wiring.

UPC DTV customers in the Netherlands who seek to broaden their programming to HD content and interactive services need only pay an activation fee of 50 euros ($60.65) for UPC's Interactive HD Mediabox, manufactured by UPC partner Philips. UPC Nederland announced the payment scheme in Amsterdam at the Kabel in de 21e Ee

The 3D venue will originate from Sky's existing HD infrastructure and be available through the current generation of Sky HD set-top boxes

The first terrestrial HD sporting event in Ireland was aired earlier this week with the Leinster Football Final between Laois and Dublin at Croke Park.

An estimated 287,000 new customers signed up for Sky+HD in the third quarter — about three-fold as many HD sign-ups as the same period a year ago.

London viewers are set to receive terrestrial HD via Freeview by late December, while Granada is slated to get the upgrade a few weeks sooner.