(Image Credit: iStockPhoto/Aksonov)
For several years, 4K televisions have been delivering stunningly sharp and vibrant images, though initially at premium prices. As production costs have fallen, 4K sets have become far more affordable, prompting content providers to expand their libraries to meet growing demand for Ultra High-Definition content.
Until now, streaming services like Netflix have offered select 4K titles, but traditional European broadcasters had yet to launch a dedicated Ultra HD channel. That is changing: BT has announced the launch of BT Sport Ultra HD, a channel that will begin broadcasting football matches in 4K starting in August. At launch, access will require a BT Infinity broadband subscription, a 4K-capable television, and BT’s new Ultra HD set-top box.
The inaugural 4K broadcast on the channel will feature the match between Chelsea and Arsenal. In addition to that fixture, BT Sport Ultra HD will carry live events including UEFA Champions League matches, FA Cup ties, Barclays Premier League games, and Aviva Premiership Rugby fixtures, all in Ultra High-Definition.
BT has also stated that more than 350 Europa League and Champions League matches next season will be shown on its new BT Sport Europe channel. The service will be available at no extra cost to existing BT TV customers. New customers can subscribe to BT TV and Internet packages to gain access; alternatively, the sports channel can be added on its own for a fee of £5 or £13.50 depending on the package chosen.
John Petter, chief executive of BT Consumer, explained that BT Sport was launched to make televised football more accessible and affordable. He said the company has opened the market to millions of new viewers and aims to continue expanding BT Sport’s reach as it becomes a leading destination for European football.
Petter described the 4K rollout as a new chapter for European football on television, noting that BT Sport will broadcast hundreds of live matches using the latest technology and that its presenters and analysts will deliver in-depth insight and commentary.
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