BT has today announced it is set to transform its YouView TV service with a host of new upgrades early next year, including Dolby Atmos sound technology.
It plans to become the first UK broadcaster to offer Atmos as a way of further enhancing the viewer's experience, making it available to BT Sport Ultra HD customers in January 2017.
The firm has doubled the number of sports events broadcast in Ultra HD, and is now implementing Dolby Atmos for select events, which will enable it to deliver 'the most immersive experience possible' with the aim of allowing customers to feel as though they are actually in the stadium. It will be available at no extra cost with BT TV's Total Entertainment pack.
Delia Bushell, managing director of BT TV and BT Sport, said: “BT’s mission has always been to provide a high quality, premium TV service at prices that give unbeatable value to UK consumers. We will keep driving the pace of innovation in content, broadcasting and our customers’ experience."
Back in June 2016, Dolby, French pay-TV giant CANAL+ Group and broadcast specialist EUROMEDIA came together to complete the world's first Ultra HD live sports broadcast to feature Dolby Atmos sound for the final of France's Top14 rugby tournament between RC Toulon and Racing 92.