Swisscom has boosted its ultra-HD (UHD) offering with the addition of the INSIGHT TV channel.
The linear UHD channel will be added to its UHD IPTV service Swisscom TV 2.0, which the operator introduced in April 2016.
INSIGHT TV features original programming such as documentaries and reality series.
It already holds distribution deals with Sky in the UK, HD Plus in Germany and Vodafone in Spain and Portugal.
Peter Fregelius, Head of TV & Entertainment at Swisscom, said that high-quality content was “essential in driving consumer take-up of UHD services”.
Swisscom’s latest financial results revealed that its TV customer base had increased 10.9 percent in the year to 1.5 million during 2016.
[Read more: Swisscom toasts “quite remarkable” 2016]
Rian Bester, CEO of INSIGHT TV, commented: “UHD enables us to provide viewers around the world with the best picture quality in tandem with highly creative content based on global trending topics and social influencers.”
Other operators are investing in UHD as content becomes a key battleground.
In the UK, BT has paid €1.2 billion to secure exclusive rights for the Champions League until the end of the 2020/21 season, allowing it to offer the programming through its 4K TV channel, BT Sport Ultra HD.