Sky will launch a new device on November 18th, it has confirmed. But it's being very cagey as to what it might be.
Instead, it's put out a teaser trailer to build hype, with the promise that the mystery device will "set your TV free".
So what could it be? We heard about a forthcoming device called SkyQ before, which was said to be Sky's 4K set-top box.
Over the summer, BT introduced its own 4K sports channel, so Sky won't want to be seen to be lagging behind.
The device is also said to have a more visual user interface. According to sources speaking to the Telegraph over the summer, Sky is going for an "Apple and Netflix-style experience", rather than its current, text-heavy menu.
It will also reportedly let you record and watch "at least" four programmes at the same times.
You'll also reportedly be able to watch and record on your mobile, laptop, tablet or desktop, which is likely what's referred to by the "set your TV free" tagline. Though exactly how this will differ from Sky Go remains to be seen.
Like YouView, SkyQ is said to blur the line between live broadcast TV, recorded content and on-demand offerings.
We'll find out for sure in two weeks on Wednesday.