Roku Makes 4K Push

LAS VEGAS: Roku has unveiled plans to release future TV models capable of supporting 4K Ultra HD streaming, and is also working with Netflix to provide 4K content on the digital Roku platform.

The company has prepared a Roku TV reference design for 4K smart TVs for license to TV OEM partners. Global TV manufacturer TCL, which released TCL Roku TV models last year, is an initial partner to build 4K models.

“With the maturation of 4K, including the dramatic price reductions of 4K TVs, the growing amount of 4K content available for streaming and the increased consumer awareness of the benefits of 4K, the time is right for Roku to offer Roku TV 4K solutions to global TV OEMs,” said Roku CEO Anthony Wood. “We are very bullish on 4K as we believe that streaming will be instrumental in its adoption. 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.”

“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, Netflix’s chief product officer. “We look forward to bringing Netflix 4K Ultra HD content to Roku customers.”

“The reception of the TCL Roku TV models we launched last fall has exceeded our expectations. Together with Roku, we delivered a smart TV that consumers and industry experts truly love for its ease of use, streaming channel selection and value,” said Chris Larson, the VP of sales and marketing at TCL North America. “We are thrilled to now be working with Roku to develop TCL Roku TV 4K models that will bring the latest in TV design together with the best smart-TV experience available. TCL Roku TV 4K models will be exceptional smart TVs available for the growing number of consumers who want 4K Ultra HD content.”