It is very much a full HD (
SONY BRAVIA KLV-46Z550A )and i am satisfied and i had already mentioned this right the day i had got my TV. You can check in that thread which dates back to Jan 2010.
Btw i mentioned that i am satisfied and that means that from my perspective the PQ is good and may not be the same with others. Also i cannot compare the PQ with tata sky HD channels but for our daily viewing it is very good.