A very interesting study was recently published on the effects of framing video as high definition television (HDTV) on viewers' perception of the visual experience; those who were shown the video that was framed as an HDTV clip reported significantly higher and more positive viewing experiences, compared to those who viewed the clip framed as a standard DVD. (See here for the full article). Based on my own limited research on HDTV marketing campaigns, the results of this study are not surprising but do leave many questions unanswered. There is a great deal of misinformation about HDTV on the part of both manufacturers and retailers (see here for a Wal-Mart location advertising CRTs as HDTV), but are there also individual psychological factors at play? Larger social constructions of technology and gratification? Will a little imagination on the part of television audiences send HDTV manufacturers into bankruptcy? Doubtful!