Despite 4K TVs being the top selling product during Black Friday and Cyber Monday deals, there’s still a lack of 4K content out there. DirecTV seems to have a solution to the problem as the company’s SVP Phil Goswitz says they’ll be launching live 4K broadcasts by early next year.

“I think the belief that there are technology challenges is a bit of a misinformed myth. I think technology throughout the entire ecosystem is ready. But I think content is king; the plane is ready to take off and there is no king on board,” said Goswitz at New York’s TranSPORT conference.

He further added that DirecTV currently has the ability to broadcast up to 50 new UHD channels, while live sports broadcasts are currently undergoing testing that’ll form a core ingredient in the upcoming rollout. According to him, DirecTV is aiming at becoming the leading providers of 4K content, something other cable companies are not being able to provide yet.

“Forty percent of people are going to have UHD TVs coming out of Christmas and they are going to be looking for something to watch. Our goal is to have them tuned to DirecTV and have as much linear live content, especially sports content, as soon as possible,” he said.

While 4K content is currently available through on demand services such as Roku, Netflix, and others, though they’ve been rather slow to get on board with live 4K content. In addition, these services require customers to invest in an additional 4K set-top-box. Though it seems, DirecTV is aiming at providing a concrete solution, as Goswitz went on to say that the company is now working with partners to provide more 4K content.

Apart from these promises, Goswitz failed to provide any specifics about the upcoming service as he did not name any channels that would be a part of this initiative, nor did he give an exact date as to when the service launches in 2016.


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