Market analyst company Mintel has revealed that women are less keen to purchase high definition (HD) TV packages than men.

Industry insiders believe that women's lukewarm feelings towards HD TV is down to the content that is predominately broadcast in high definition.

It's no secret that Sky Sports are broadcasting their football coverage in HD. On top of that most action films are promoted on Sky as HD blockbusters. Hardly a recipe to get the female hearts racing.

Speaking of recipes, a Mintel spokesperson commented today that digital TV providers should offer more feminine programmes in HD such as cookery shows.

"They should look to focus on the provision of other content which they know will appeal to a female audience, such as films, fashion and cookery."

Around 19.5million people in Britain have an HD ready TV at home, making it the most popular of the recent television innovations.