JVC 37” Full HD 1080p LCD TV

This is supposed to be an HD TV and I have HD service with my cable company and I see do not see HD service. Does anyone know if their is some certain aspect of setup I am not doing. Very frustrating. Can anyone help?

this is not exactly a small purchase, I just want to reply back and say that the TV works, audio is a bit weak but can be easily managed with external speakers (woot has those on sale from time to time too). Overall, after 3 weeks of usage, I am glad I made the purchase.