PCCW is launching high-definition programming on its now TV broadband service in Hong Kong, confirming its position as one of the leading IPTV services in the world. Subscribers will be able to watch Barclays Premier League matches live in high-definition on the now Sports HD channel.

The PCCW now TV service has over 750,000 subscribers. It was one of the first and remains one of the largest deployments of internet protocol television. Now it is adding high-definition services to its programming line-up.

In addition to 90 Premier League matches, now TV will also deliver in high definition 38 Italian Serie A matches, 31 UEFA Euro 2008 games, and the Stanley Cup Playoffs, all star and regular season games and the Stanley Cup from the National Hockey League.

As host broadcaster, now TV will also produce high-definition coverage of the Barclays Asia Trophy. The coverage will be picked up by more than 130 countries around the world.

Dominic Leung of PCCW described it as “another exciting new chapter in the now TV success story, taking sports viewing experience to a new level.”

In addition to high-definition coverage, now TV will offer interactive features to allow viewers to watch four live matches simultaneously in split screen and pull up information on any team or player using their remote control.

Customers will need to upgrade to a high-definition set-top box, which is free to top-tier subscribers, although there is a one-off installation and activation fee.

As well as sports, now TV will offer a dedicated high-definition channel, Voom HD, with mixed programming. Additional high-definition programming will be rolled out in phases.