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Virgin Media is launching a 4K box this year

Virgin Media has confirmed plans to jump on the 4K bandwagon with its own Ultra HD-friendly set-top box.

In a bid to catch up with Sky Q and BT, Virgin Media today revealed that it will soon launch a 4K box. The revelation came during the company’s first-quarter financial report for 2016, with Virgin Media saying it is “preparing to launch a new set-top-box platform”.

This platform will feature Ultra HD broadcasts, and is likely to support 4K-friendly apps like Netflix, just like the existing TiVO box.

Speaking to What HiFi, a Virgin Media spokesperson said:

“There will be a new set-top box coming later this year, and it will support Ultra High Definition video. Before that we will be updating the existing TiVO set-top box to make its menus slicker and more picture-based.”

Sky QSky’s Sky Q box already supports 4K

Virgin Media is under pressure to compete with a growing roster of competitors – like Sky Q and BT Vision – that already offer 4K content. Last year, TrendForce predicted that 4K TVs would reach 23% market penetration in 2016, which is also likely to be weighing on Virgin Media.

Unfortunately, Virgin Media hasn’t revealed much about its new set-top box, so we’ll have to wait for further announcements before we have a clearer idea of the company’s 4K strategy for 2016.

Related: Best TV Deals 2016

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