Japanese electronics group Sony is joining forces with BSkyB for the promotion of high definition television in the UK market. BSkyB is anticipating a launch of its HD service in the first half of 2006 and has already announced plans for HD versions of Sky Movies, Sky Sports and Sky One. A number of third party HD channels including Artsworld, National Geographic and The History Channel have already been confirmed. The two partners are anticipating a spend of several million pounds to promote the service and the required HD Ready Plasma and LCD screens. A similar agreement between Philips and cable operator UPC was announced in October.