Etisalat announced yesterday that it has partnered with Huawei to introduce the first Ultra HD 4K IPTV service in the Middle East and Africa, MEA, which will be available exclusively for Etisalat's eLife customers in the UAE starting in the first quarter of 2016.

Bringing the ultimate video experience to homes in the UAE, Etisalat's eLife customers can now enjoy access to a bespoke 4K Linear Channel and Video On Demand, VOD, 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 3840x2160 pixels, which is approximately 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.

Commenting on the new service, 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. As leaders in home entertainment, 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."

Earlier this year at the Ultra-Broadband Summit 2015, hosted in the UAE, industry experts recognised that the MENA region has a tradition of high content consumption and is currently growing at a faster rate than almost any other emerging market in the world. This presents huge business opportunities for telecom operators, content aggregators, and solution providers alike. Ultra-broadband holds the key to unlocking these opportunities, serving as a transformative force that can advance 4K content to become the mainstream video format