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Sky is reportedly poised to unveil a new "super-premium" pay-TV package, which will allow customers to watch and record several programmes simultaneously on multiple devices.

The service, which will be named SkyQ, will include the launch of a new set-top box and comes as part of the provider's attempts to persuade customers to upgrade its current top-price HD packages.

SkyQ will feature a more intuitive interface relying more heavily on pictures rather than text-heavy menus. Other features include software that learns the favourite shows of viewers, tailoring the menu accordingly.

The new hardware at the centre of the new package will be capable of receiving ultra-high definition, otherwise known as 4K, programmes.

However, Sky is reportedly still some way from broadcasting in the new standard.

According to a report from the Daily Telegraph, Sky is hoping to initially keep details of pricing secret as it looks to build demand for its advanced features, meaning customers may not have the chance to sign up to the service until the new year.

SkyQ will sit alongside the provider's other packages and will be marketed as its top-of-the-range option for subscribers.

The upgrade represents the most significant of its kind since it introduced HD broadcasts nearly a decade ago.

The move is the latest attempt to cement Sky's place at the top of the pay-TV market, which has seen stronger performances from the likes of Apple, Netflix and BT.

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