Astro aims to delight football fans with 4K UHD broadcast of live Premier League games

Astro, in partnership with Sharp and Samsung, has launched Malaysia’s first live 4K UHD broadcast, showcasing two live Premier League games for football fans at its partner F&B outlet, Souled Out.The 4K UHD broadcasts of the Premier League is a preview of Astro’s plans to unveil its 4K UHD set-top box later this year. Astro will be progressively rolling out 4K UHD service in dedicated channels, new software and programme guide as well as other product features. 4K UHD touts four times the resolution of HDTV including sharper detail, smoother lines and a richer colour palette.Astro has more of such broadcasts planned, engaging retailers and F&B outlets across Malaysia, the press statement read. The list is expected to grow over the next few weeks and F&B outlets or retailers interested to participate in the Astro 4K UHD broadcasts can register their interest with the company.Meanwhile, outlets subscribed to Astro Business services will have the option to purchase 4K TVs from either Samsung or Sharp together with the 4K UHD set-top box once it's commercially available.In a statement to A+M, Astro's spokesperson said the company is only looking to partner key retailers and F&B outlets for the 4K UHD screenings before the commercial launch of the set-top box at end of this year.Lee Choong Khay, Astro's chief of sports, said the company is committed to provide a better viewing experience for sports fans in Malaysia. As such, it will embrace the latest technology, 4K UHD to enhance our customers’ viewing experience. "We will also bring Formula One racing events and blockbuster movies in 4K UHD to offer our customers’ a premium viewing experience,” Lee added.“Souled Out has always been synonymous with sports and it is an honour that we get to host the first live 4K UHD broadcast of Premier League. Our customers who are avid sports fan will certainly look forward to more live sports events in 4K UHD,” Cassie Wong, head of marketing of Souled Out said.Astro has previously partnered with Twitter to offer exclusive “near-live” football match clips of the 2018 FIFA World Cup Russia via the @stadiumastro Twitter handle. Astro has also partnered with Havas Sports & Entertainment to broadcast the “Fight of Champions” World Boxing Association (WBA) Welterweight Championship in Malaysia on 15 July 2018.