The deal comes as ITV prepares to launch a six-month trial of high-definition broadcasting over digital terrestrial test frequencies this summer in the London area. The service will launch on the two platforms shortly, prior to the start of the World Cup on June 9.
Simon Fell, controller of emerging technologies at ITV, said: "With the popularity of large-screen high-definition ready sets, we are excited by the opportunity to extend the content from our high-definition terrestrial trial to NTL customers subscribing to its new service."
He added: "This trial service will allow us to evaluate the technology and give us valuable insight into viewer attitudes to high-definition programming, helping to show the possibilities for high-definition broadcasts delivered over digital-cable platforms and DTT should spectrum become available in future."
The BBC is also pushing ahead with trials of high-definition television before this summer's tournament. It started a satellite stream on May 11 with a promotional preview accessible to users of the Sky electronic programming guide.
A deal between NTL and the corporation's commercial arm BBC Worldwide means other BBC shows have been available in high-definition on cable since March.
Sky will launch its own HDTV broadcasts on May 22, with third instalment in the 'Star Wars' franchise, 'Revenge of the Sith', and US drama '24' in the initial line-up.
ITV is attempting to raise the profile of the World Cup against a backdrop of advertiser apathy, which has seen predictions of diving advertising revenue leading up to the tournament in Germany. Havas-owned agency Media Planning Group released a report last week that said ITV was likely to be down more than £14m in ad revenue during the World Cup according to its estimates.
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