LAS VEGAS--Roku has become the first OTT device maker to dip its toes in the 4K/ Ultra HD waters, announcing plans to support 4K streaming in future product models.
The company announced at the CES conference in Las Vegas on Sunday that it has prepared a reference design for its 4K smart TV partners in China. The company says TCL will be its initial partner for building Roku-powered 4K TV sets.
Roku also said it's working with Netflix (NASDAQ: NFLX) to provide 4K content for streaming on the Roku platform.
"As one of the first streaming services to offer 4K Ultra HD content to our customers, it's important for Netflix to work closely with partners like Roku to give consumers more streaming options," said Neil Hunt, chief product officer of Netflix, in a statement. "We look forward to bringing Netflix 4K Ultra HD content to Roku customers."
"We are very bullish on 4K as we believe that streaming will be instrumental in its adoption," added Anthony Wood, Roku's CEO. "Bringing 4K to the Roku platform will give consumers even more choice and control of their entertainment viewing, and deliver the best streaming experience available."
In addition to announcing 4K plans, Roku also touted partnerships with two more TV manufacturers--Best Buy's Insignia and Haier. Both manufacturers will integrate Roku's operating system into their smart TVs, making it the primary interface.
Roku already unveiled similar partnerships with China's Hisense and TCL at last year's CES event.
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