How do you tell the story of BBC One HD in a short trail, which makes sense whether you are watching in Standard Definition (SD) or High Definition (HD), at the beginning of 2011?

The BBC likes to throw out challenges, and the wheel stopped on this one for me and the marketing team I work with.

The BBC One part was the easy bit. BBC One is the place that brings people together to watch an incredibly rich and diverse range of programmes.

It constantly seeks to bring its audience something different that can't be found elsewhere, and encourages the presenters, actors, and producers who work for it to push at the boundaries of what might be expected.

And it does this, though, with a warmth and welcome, which allows everyone to feel at home.

HD is harder. And, along with all the others in the UK trying to explain what HD actually brings to television, we've tried a number of different approaches in the years since we started making and broadcasting programmes in HD.

In the beginning we talked about pixels and picture resolution. That explained things to those who understand television technology, but was baffling to most.

So, at the BBC in recent years, we've focussed on the programmes you can watch in HD, trying to convey the kinds of things we're making in HD.

And, through the choice of shots (close ups, slow-motion sequences), showing what the new HD format brings in terms of picture detail and, therefore, emotional involvement, whether you are watching the trail in SD or in HD.

But BBC One HD is a different channel from BBC HD. It's an old and familiar friend in new, up-to-the-minute clothes. And by now we know that most of you know of HD's existence.

So the trail that has been made tries to be true to BBC One - staying warm and down to earth - and to convey a little of the magic that HD is bringing to the channel.

It features stars from across BBC One, though shows them to you as you've never seen them before.

And while the promo was, of course, produced in HD, we've tried to style it so that even if you are watching them on one of the BBC's SD channels you will get a sense of what HD can mean for the television you already know and love, using colour and storytelling to make up for those extra pixels.

We launched BBC One HD in November. Since then we've been working on ensuring it runs smoothly, and on bringing even more programmes into HD.

EastEnders moved to HD on Christmas Day and, over the coming months, other favourites will join the BBC One HD family, including Have I Got News for You, Formula One, The Boat Race, Songs of Praise, Watchdog, and coverage of the Chelsea Flower Show.

You can always check the programme description in the information bar if you want to know whether a programme is in HD or not. Lots of you have been trying out the channel already, especially over the Christmas holidays.

BBC One HD can be found at Freesat channel 108, Freeview channel 50, Sky channel 143, Virgin channel 108.

BBC HD continues to broadcast HD programmes from all the BBC's channels, and can be found at Freesat channel 109, Freeview channel 54, Sky channel 169, Virgin channel 187.

UPDATE: You can watch the trailer on YouTube.

Danielle Nagler is head of BBC HD.

For a list of frequently asked questions and answers please visit the BBC One HD FAQ page.

Comments made by writers on the BBC TV blog are their own opinions and not necessarily those of the BBC.

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  • Comment number 14. Posted by wednesday83

    on 27 Feb 2011 14:44

    You mention "EastEnders moved to HD on Christmas Day". I must have missed this because not once has Eeastenders looked HD. I must have missed the HD episode because the current ones are certainly not HD.

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  • Comment number 13. Posted by Squegg

    on 15 Feb 2011 23:46

    "...the new HD format brings in terms of picture detail and, therefore, emotional involvement..."

    No no no Danielle! It's motion that increases Association and therefore emotional involvement.

    Madagascar looked good but Ray Mear's Survival in Canada made you feel you were standing next to him.

    You have got to wean those producers out of their fantasy that they are Hollywood 'Roger De Bris' divas in waiting. 24/25P is so early twentieth century.

    Still, Having two BBC HD channels means that I dont have to watch S4C Clirlun so often; so that's a mercy...

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  • Comment number 12. Posted by S Van Chesters

    on 1 Feb 2011 19:12

    To Arnie141 - Thanks for naming the track, it was doing my head in not knowing- I love it!

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  • Comment number 11. Posted by richard

    on 27 Jan 2011 22:10

    great trailer -all the bbcs favours

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  • Comment number 10. Posted by MaryMary

    on 25 Jan 2011 19:19

    Love this trailer - shame it's not on longer

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  • Comment number 9. Posted by MarkAJA

    on 23 Jan 2011 16:41

    Did Bruce Forsyth ask for life insurance when you told him to start dancing on the bar?

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  • Comment number 8. Posted by derek500

    on 22 Jan 2011 12:09

    Nice to see some channel numbers on the promo. Why not do the same on the idents before the programmes?

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  • Comment number 7. Posted by Arnie141

    on 21 Jan 2011 23:34

    @ Trevor, the music is "I won't kneel" by groove armada

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  • Comment number 6. Posted by smithap66

    on 21 Jan 2011 17:36

    Another waste of money.

    Get rid of 90% of the presentation team. All we need between programs is a still caption and voice over about whats on next.

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  • Comment number 5. Posted by HD

    on 21 Jan 2011 01:47

    "In the beginning we talked about pixels and picture resolution."

    Why is page being linked to for "picture resolution" one that says "1080i has a pixel resolution of 1920 x 1080". When that's not always the case, at least for BBC One HD.

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