Q. Didn’t I read awhile back that DIRECTV Now would have 4K? Did they ever do it? If so, which shows and channels are in 4K? — Jim, Corsicana, Texas. 

Jim, I am glad you asked that question because AT&T, which owns DIRECTV, and DIRECTV Now, said way back in 2017 that the live streaming service would soon offer 4K. (DIRECTV already offered live and On Demand 4K.) Company executives later said it would be ‘early 2018’ when it would introduce 4K on DIRECTV Now, and, sometime after that, they said it would be the spring of 2018.

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Well, it’s a month from the spring of 2019 and DIRECTV Now still doesn’t offer 4K.

AT&T has not explained why the launch of 4K has been delayed, nor provided a new launch date. Meanwhile, fuboTV last summer became the first, and still only, live streaming service to offer live and/or On Demand 4K programming.

Before you criticize AT&T for failing to deliver on its promise, it’s not uncommon for a technology company to miss a launch date, even by a full year or more. Saying you’re going to do something is a lot different than actually getting it done in this industry. Technology and market conditions often change from the original statement, pushing back well-intentioned deadlines.

But with DIRECTV Now’s sub growth now in rapid decline, AT&T would be wise to accelerate its effort to bring 4K to the live streaming audience. There is relatively little 4K programming available on the market, and DIRECTV Now could win over some new customers with an interesting 4K lineup.

Jim, hope that helps. Happy Viewing!

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