Sky is to fast track plans to launch a 4K compatible set-top box in a bid to stem rising competition, latest reports have suggested.
Citing unnamed insider sources, the Telegraph has claimed Sky is looking to push forward its Ultra High Definition plans, with the next-generation set-top box to be formally introduced this spring.
With this tentative timeframe leaving just months until the expected launch, it is believed Sky’s accelerated efforts have been pushed forward to quell increased competition from BT.
British Telecom’s TV arm has secured exclusive rights to next season’s Champions League football – formally one of Sky’s main sporting draws.
Given Sky wasn’t originally set to bring its improved set-top box to market until early 2016, it appears the broadcasting giant is taking the threat of BT pretty seriously.
Although the 4K compatible set-top boxes will offer the option of viewing content four times sharper than traditional HD streams, given the currently low adoption rate of 4K TVs, this will not be the new service’s primary selling point.
It has been suggested that Sky will look to promote the introduction of multiscreen viewing on smartphones and tablets, as well as the option to record content to an online portal for viewing in any location.
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While Sky has failed to either confirm or deny the claims, an official company spokesperson told TrustedReviews: “Innovation is at the very heart of Sky’s business. We have a proven track record of leadership in the industry as we continually strive to find new ways to enhance the customer experience.”
Although Sky has already spoken out on plans for future 4K tests, both BT and Virgin Media have also previously discussed their UHD intentions.
Sky reportedly believes its acceleration of the emerging technology will set it out as a technical leader in the increasingly crowded market.
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Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.
Professional conduct
We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.
