Comcast Chief Financial Office John Alchin said the key to continued growth in the high-definition television market is giving consumers more options, AdAge reported.

Comcast has expanded its offerings through use of its “The Fan” feature on the Web, Alchin said. The company also scored exclusive broadcast rights to the “Star Wars” and “Lord of the Rings” epics two weeks before premium competitors launched the movies.

“It really gives us a great opportunity to expand the pie with more viewings of these movies,” Mr. Alchin said Monday at the Credit Suisse First Boston Media Conference. “We have a very clear advantage in that category, with a high customer satisfaction rate and 70% of our audience saying it’s an improvement upon digital cable.”