Rashed Al Abbar, vice president of consumer product innovation at Etisalat. Rashed Al Abbar, vice president of consumer product innovation at Etisalat.

UAE telecom operator Etisalat has partnered with Huawei to introduce the first Ultra HD 4K IPTV service in the Middle East and Africa.

The service will be available exclusively for Etisalat’s eLife customers in the UAE starting in the first quarter of 2016.

The service will enable Etisalat’s eLife customers to enjoy access to a 4K linear channel and video on demand service through Etisalat’s new 4K set-top box.

The exploration of ultra-HD video by Etisalat and Huawei presents viewers with a 4K experience of 3840 x 2160 pixels, which is about four times larger definition than full HD. The 4K experience promises superior image quality without distortion or loss of quality on big screens. With 4K technology, colours are also more vivid and varied, with the image so sharp that users can see details not visible in standard definition, HD or even full-HD standards.

Rashed Al Abbar, vice president of consumer product innovation at Etisalat, said: “We are committed to bringing the most advanced TV viewing experience to our customers, be it through the quality of content or video. We were the first to bring IPTV solution to the UAE a few years ago, and now we are introducing the 4K technology, which is another revolution in home entertainment and video. We are delighted to work with Huawei, enabling our customers to enjoy an Imax-like experience at home.”

Peng Xiongji, general manager of Huawei UAE, added: “This cooperation is a great opportunity to serve Etisalat’s customers who are looking for immersive and engaging video experiences. We believe that the mix of Etisalat and Huawei innovations in the 4K realm will ultimately provide the best services to customers in the region.”