Sony will launch a 4K video streaming service in the U.S. this year, seeking to give consumers access to more content to watch on 4K TVs.

The service, called “Ultra,” will deliver new and previous releases from Sony Pictures and Sony-owned dramas to Sony Bravia TVs, the company said Tuesday at CES in Las Vegas.

The 4K picture format delivers images with four times the resolution of today’s high-definition TV and is becoming a standard feature on high-end TVs, but to date there is little content broadcast in the format.

Satellite and cable providers are expected to introduce a handful of channels this year, but for companies like Sony seeking to sell more 4K TVs, a greater selection of content is vital.

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