ITV1 HD is a British free-to-air high-definition public broadcast television network operated by ITV plc, the company which is contracted to provide 13 ITV1 services across the UK. ITV1 HD simulcasts them in high-definition (excluding former Channel Television region which still broadcasts only in SD). ITV1 HD is available to view in England, Wales and the Scottish Borders on Freesat via channel 103, Freeview channel 103, Sky channel 103, Virgin Media channel 103 and in Switzerland on SwisscomTV. From 2 April 2010, ITV1 HD relaunched as a standard channel available on all digital platforms. It now identifies on-air simply as ITV1, without "HD" in a logo. History 2006 trial The channel originally existed on a trial basis from June until November 2006, primarily to show the World Cup games to which ITV had the rights. The channel was available to subscribers of the Telewest TV Drive cable service and was also broadcast as a low-power digital terrestrial (DVB-T) channel from London's Crystal Palace Transmitter as part of a terrestrial HDTV trial involving 450 homes. ITV HD did not broadcast on satellite television, unlike BBC HD. It was available on Telewest channel 118 and Freeview channel 503 in homes which were involved in the HD trial. In addition to the World Cup games, ITV HD showed classic films remastered in HD (such as All Quiet on the Western Front and The Big Sleep), documentaries (such as Jean-Michel Cousteau’s Ocean Adventures) and dramas such as Poirot. The original ITV HD stopped broadcasting on 30 November 2006. 2008 launch High definition broadcasts from ITV plc launched exclusively on Freesat, the new digital satellite service from the BBC and ITV on 7 June 2008, just in time for the start of UEFA Euro 2008. ITV plc planned to spend £10m during 2008 on the launch of ITV HD. Freeview and 2009 rebrand ITV HD became ITV1 HD when it relaunched for Freeview HD on 2 December 2009. It continued to operate on Freesat as a red button service on select programming. ITV1 HD aimed to include 35% 'native HD' content at the start of 2010, rising to at least 60% at the start of 2012 and at least 70% at the start of 2014. In the early years, the service will focus on sport and drama content, over time it is expected that the majority of other genres to convert to native HD. ITV1