Sky and Sony have announced a new marketing agreement to push HDTV in the UK.

The two companies will promote each other's products in their respective marketing activities in the run-up to the launch of Sky's HD service during the first half of 2006. The two companies also expect to offer special deals for consumers who buy a Sony HD set and Sky's new HD service together.

"Sky and Sony are two strong brands coming together to give consumers the
best possible HD experience," said Sky CEO James Murdoch. "Sony is the leading brand in HD sets and a great company to work with for the launch of Sky HD."

Sony's chairman and CEO Sir Howard Stringer said: "The full potential of High Definition will now be realised. Until today we have laboured under a Catch 22. If the industry didn't produce and broadcast in HD, the consumer would be reluctant to purchase HD televisions or equipment. This agreement between Sony and Sky, two of the leading players in the market, will drive the adoption of High Definition in the UK, and create a brilliant and compelling new entertainment experience for the consumer."