I'm currently watching snooker on itv4 on the standard SD channel as I don't have the HD channel as part of my package. The picture quality looks extremely good compared to all other versions of the channel on my other devices I.e. via freeview, ITV hub on TV/Tablet/Chromecast. It isn't just a bit better, it's a lot better. Obviously I can't compare it to the HD version and it's particularly noticeable due to what I'm watching, if it was another TV programme then I may not notice such a big difference. If i didn't know better I'd say it was an hd channel.