From the Internet Movie Database Studio Briefing, Sony is planning to unveil a chip that will perform image postprocessing on a normal television signal in order to make it look like a HDTV signal:

Sony Brings HDTV-Like Quality to Ordinary TV — At a Price

Sony has unveiled a new settop processor called the Qualia 001 Creation Box…is a microchip that sharpens the edges of objects within an image…priced at $5,080.

This is not the first time I have heard about such a product. I saw an ad in a home A/V magazine a few months ago for a set top box that could perform 6 types of post-processing on the input video signal. I think the price tag was in the neighborhood of $3,500. Just for some well-known mathematical filters probably implemented in a standard Texas Instruments DSP.