Acentic, a supplier of digital interactive TV (iTV) systems for the hotel industry, has partnered with Philips to create Europe's set top box (STB) free high definition viewing experience for hotel guests.

In a release, Acentic officials said the solution will utilize Philips' (News - Alert) Ultimate HD TV sets, and integrate them with the company’s Panorama In-room Hotel Entertainment Platform.

This is the first integrated LCD TV system for the hotel market offering full HD broadcast channels without the use of an external STB and associated cabling, significantly reducing maintenance.

"The integration between Panorama and Philips' Ultimate HD is a direct response to the needs of hotels and their guests for true High Definition in-room TV and entertainment services over existing infrastructures," said Mark Poldervaart, senior business manager of Philips' Hospitality business in EMEA, in the release.

Poldervaart said that with HD accelerating across European households, hotel guests expect HD in their hotel room. Panorama and Philips take the hotel room one step ahead of the consumer world enabling the delivery of HD video on demand on top of HD broadcast channels, he added.

"By integrating closely with one of the leaders in the TV world, our partnership with Philips is a proofpoint to our investment to delivering Full HD TV," said Alistair Forbes, CEO of Acentic.

Forbes said that both Philips and Acentic have dedicated hotel industry R&D departments to ensure future proof and reliable technology is deployed in hotels.

“Acentic is taking the next step with Philips to develop the best in-room technology and we are committed to working within the hotel room ecosystem," he added.

This unique solution is now available for installation with the first two projects planned for November 2009 in the Intercontinental Amstel Amsterdam and the Sheraton Amsterdam Airport Hotel.