ITV has signed a deal to broadcast its World Cup matches in high definition on the cable network but has snubbed negotiations for the games to be shown in HD on Sky.
A spokesman for the broadcaster said it had turned down Sky's approach, although it had agreed terms for the matches to be on ntl:Telewest, as well as an HD trial on Freeview, albeit only in the London area.
Alongside the World Cup, ITV will also be showing a series of films, documentaries and wildlife programmes in HD during the trial.
The BBC's World Cup games will be available for customers with HD equipment on both cable and Sky.
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