@elyk: Probably never. There are still a large number of people who watch SD only. It's the old "lead a horse to water" situation. In this case even when you show them how great HD looks they just shrug. They may have a HD set (what else could they buy?) but they simply don't care about the improved picture quality and continue to watch the SD channel. As one of these people said to me "it's still the same programme. Nothing in the content changes".