Rogers has announced it will carry the NBA Toronto Raptors match in London today in Ultra HD 4K TV.
Rogers cable customers with a NextBox 4K set top box (and 4K TV) can tune to Channel 999 to watch the live TV coverage in the 4K format, with its greater picture quality, higher resolution and improved motion video.
The game against the Orlando Magic goes live at 3 pm Eastern today, January 14, from The O2 Arena in London, England. The match is covered by the UK’s BT Sports, with which Rogers is partnering for the 4K sportscast.
Sportsnet will also air the game in HD on Sportsnet East, Ontario, West and Pacific, and Sportsnet ONE.
“We’ve been working on 4K technology for the past few months to deliver superior quality for our Sportsnet productions,” said Rick Brace, President, Rogers Media. “This is cutting-edge technology that continues to evolve, and will only get stronger. 4K is taking off and we’re building world-class content and investing in technology to deliver a true 4K experience for our customers.”
UK sports and television provider BT is among the many global sports specialty services and rightsholders embracing the new format, having launched its Ultra HD service last summer, and it carries live coverage of UEFA Champions League, Barclays Premier League, FA Cup, Aviva Premiership Rugby and MotoGP sports events.
Jamie Hindhaugh, COO, BT Sport and BT TV said, “We are extremely proud to have launched Europe’s very first live sports 4K channel, BT Sport Ultra HD, and to be innovating and leading the UK TV market. It’s fantastic to be able to share our learnings and expertise with the NBA and Rogers to broadcast the first ever NBA game, live in 4K, in both the UK and Canada.”
“We are thrilled to team with BT Sport and Rogers to bring fans the first NBA game broadcast live in 4K,” said Steve Hellmuth, NBA Executive Vice President Operations and Technology. “We are always looking for new and innovative ways to bring our passionate fans closer to our game, and this groundbreaking 4K broadcast is a great opportunity to provide fans at home the sharpest look ever at the NBA.”
In 2015, Rogers made a huge commitment to live sports broadcasting in 4K, rolling out its new NextBox 4K set top box and announcing more than 100 live sporting events in 4K, including every 2016 Toronto Blue Jays home game, plus marquee NHL games.