Local retailers are offering some of the best deals yet on high-definition TV sets heading into Super Bowl weekend. However, Sunday may not seem so super to owners of the pricey HDTV sets.

That's because this weekend's Super Bowl is carried by local CBS-affiliate KGMB 9, whose signal is not available in high definition from Time Warner Oceanic Cable. Since most homes in Hawai'i get their TV signals via cable, most HDTV owners won't be watching the big game in the high-quality TV format.

"We all want it as bad as our customers do. Unfortunately it has nothing to do with us locally. It's a decision made at a corporate level," said Alan Pollock, vice president of marketing for Oceanic.

KGMB 9 is the last major local network affiliate whose signal is not available in HD on cable. The main hurdle is financial.

Indianapolis-based Emmis Communications Corp., KGMB's owner, wants to be compensated for providing Time Warner Inc. with added HD programming. But Time Warner doesn't want to pay for HD programming. It's a situation that's unlikely to change anytime soon.

"We're very disappointed we weren't able to reach an agreement with them," said Rick Blangiardi, general manager for KGMB. "As a broadcaster, you want to be able to provide that service to as many people as possible. Unfortunately, we're kind of deadlocked on the issue."

The number of high-definition subscribers in Hawai'i remains small but is growing. About 25,000, or roughly 6 percent, of Oceanic Cable's 400,000 Hawai'i customers get HDTV services, the company said.

Ownership of HDTV sets is rising as prices fall. Heading into this weekend's game, numerous major retailers are advertising Super Bowl discounts.

The ads typically don't mention the game won't be available locally on cable in high definition.

"For the most part, customers don't know about it," said Dean Okamoto, store manager for Elite Electronics on Ke'eaumoku Street.

Store salespeople warn customers that they may not be able to catch Sunday's game in high definition, he said. Still, sales of HDTV sets, especially flat-panel versions, remain strong.

"Anything flat is selling very, very well," Okamoto said. "We're still seeing customers buying them for the Super Bowl."

There is one way to see the Super Bowl at home in HDTV. KGMB will broadcast the game over the air in high definition. However, HDTV owners must have TV sets that are equipped with HD broadcast receivers and have an HDTV antenna to catch the station's broadcast signal.

Makiki attorney Jim Goodrich is so equipped.

"I should be able to catch it," said Goodrich. "Of course I'm going to watch it."

Reach Sean Hao at shao@honoluluadvertiser.com.