DirecTV has confirmed that it will be releasing a live 4K broadcasting service in the first quarter of 2016.
DirecTV SVP of Video and Space Communications Phil Goswitz explained that the company currently has the ability to transmit up to 50 new UHD channels, and live sports transmissions, which are already being tested as part of next year's rollout, according to BGR.
The company already has the hardware in place, and they want to get ahead of cable companies and provide viewers with 4K content they cannot get from their cable companies.
4K TVs are likely to get a huge boost this holiday season thanks to fast-falling prices and retailer promotions. Goswitz added that 40 percent of consumers will likely have 4K HDTVs by 2016, creating a demand that DirecTV will only be too happy to satiate. He also stated that their goal is to have consumers tuned to DirecTV and have as much linear live content, especially sports content very soon.
Live programming of 4K channels on TVs are more challenging to roll out than 4K streaming, since 4K set-top boxes are touted to be the first batch before TV networks begin to produce 4K telecasts of their own, Ubergizmo reported. This is the direction in which DirecTV is headed.
This is not DirecTV's first experiment with 4K content. In 2014, the company launched its own 4K streaming service that featured content from Paramount Pictures and others. However, the service required the company's Genie HD DVR and one of a few select Samsung 4K or UHD TVs.
Rival satellite provider Dish offers a similar video-on-demand 4K service.