Sydney- Network Ten is beefing up its HD programming to include all regular season games and finals of AFL football, US Masters Golf and Rugby World Cup, and Australian Idol.

Chief executive Neil Blackley noted HD receivers account for 36% of all digital television receivers in Australian homes, and as of December 2006, more than 2 million homes had free-to-view digital television (SD and HD), with take-up accelerating each quarter.

"HD will increasingly be a real point of difference for consumers, and we believe sport will be the key driver," he said. He added that Ten will add substantial functionality and content to its recently re-launched web site ten.com.au, and he remarked on Ten's initiative of having the first-ever online premiere of a new US television series: the first episode of Supernatural series two. Sony Australia has signed on as a major sponsor of Ten's AFL coverage