Etisalat is hoping to capitalise on the Middle East and Africa's thirst for content by partnering with Huawei to launch the first ultra-high definition (Ultra HD or 4K) IPTV service in the region, Gulf News reports.
The service will be available to its eLife customers in the UAE, who will be able to start consuming 4K content from the first quarter of 2016.
As revealed at the 'Ultra-Broadband Summit 2015' hosted in UAE, the Mena region has a particularly high content consumption rate, which is currently growing faster than almost any other emerging market in the world.
Etisalat appears to have recognised this and will deliver a 4K IPTV service, which boasts a pixel format of 3840 x 2160 pixels, four times that of the current 1920 x 1080p [Full HD] services, without distortion or loss of quality on big screens.
The eLife customers will be given access to a bespoke 4K Linear Channel and Video-on-Demand (VOD) service via a new 4K set-top box.
"We are committed to bring the most advanced TV viewing experience to our customers -- be it through the quality of content or video," said Rashed Al Abbar, vice-president of Consumer Product Innovation at Etisalat.
"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."
Peng Xiongji, general manager of Huawei UAE, said the partnership represents "a great opportunity to serve Etisalat's customers who are looking for immersive and engaging video experiences."