ls their vision HD ready?

Optical practices are making the most of the current interest in high definition television by asking consumers: 'Is your eyesight HD ready?'

Essilor in association with Varilux Specialist Opticians has launched a national TV campaign encouraging consumers to make an eye test appointment.

The lens company said that over the next few years consumers are expected to spend hundreds of millions of pounds on HD TV sets and pointed out the need for them to ensure their sight was sharp enough to enjoy the benefits.

The 30-second commercial is supported by a red button interactive site directing consumers to the campaign's website: www.doineedaneyetest.com. Alternatively, viewers are invited to text keyword 'view' and their postcode to 63330. They will receive a return text directing them to their nearest Varilux Specialist Opticians.