Sky is expected to bring forward the launch of its next generation TV set-top box in a bid to fend off competition from its main rival BT.
With live coverage of the UEFA Champions League moving to BT Sport in 2015-16, some TV consumers could be tempted to switch away from Sky Sports.
And conscious of this danger, Sky is aiming to wow its customers with ultra-high definition technology and a raft of other new viewing features.
The new Sky box is expected to offer 4K capability, plus multi-screen viewing for mobile device users and an increased range of online content options.
Sky was originally expected to introduce its new set-top box in 2016, but is eager maintain its reputation for introducing new technologies.
This means the box is now likely the debut at some point in spring 2015.
The threat from BT cannot be understated, particularly as Sky's main competitor is gearing up to introduce 4K itself.
BT is eager to prise pay-TV market share away from Sky, and this is forcing the latter to adopt defensive tactics in a fast-developing market.