Does anyone know how long it takes for upgrades to appear on the TV guide . I upgraded to sky sports hd about 4 hours ago
Depends how you upgraded.
If you did it by phone, it should be almost immediate.
Online forms may take a day or so, as I believe they're actioned by an offline team. If you've not got the channels after, say, 48 hours, I'd be calling in.
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Once your account is updated and a signal sent to the TV box to permit Sky Sports HD you'll have immediate access to the HD channels.