In a related press conference, Sanjay Behl, CEO Reliance Digital TV, said the company has been working on a new technology for the past one year. "This technology will enable up-scaling an existing video resolution into HD quality by enlarging and digitally processing the same ten times over," he said. He further added, "This launch of all TV channels in HD is a quantum leap in the Indian television industry and subscribers of Reliance Digital TV will have an advantage of enjoying all their favourite programs and channels in high- definition like quality."