BT is increasingly vying to become the dominant company in the quad-play space; the company is already the largest phone and broadband provider, recently announced an acquisition of the UK’s largest mobile network, EE, and is now turning its attention to TV.

While BT TV has been around in one way or another for many years now, the company has been trailing Sky, Virgin Media and even Freeview in terms of marketshare.

BT is investing heavily to change that, with the company becoming the first in Europe to offer a 4K/UHD channel to the viewing public.

From August, BT TV subscribers will be able to pick up a new BT TV Ultra HD set top box, which will offer just one 4K channel at launch.

BT Sport Ultra HD will capitalise on the company’s recent wins in the sporting arena, after it nabbed the UEFA Champions League and Europa League off of Sky.

Pricing for the 4K box has yet to be announced, although the channel will launch with the Community Shield, with other live events set to be broadcast throughout the year in Ultra HD, including Barclays Premier League games, the FA Cup, and for non-football fans, the Aviva Premiership Rugby.

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