The 4K standard is four times the current HD megapixels and has far greater clarity and offers more vivid colours on screen for viewers.

"We would start 4K contents commercially in the first quarter of the next year. We are working on it," Tata Sky Chief Commercial Officer Vikram Mehra said.

He did not share the details of the DTH operator's investment in the project.

"We are investing in the technology of the future. We are trying to leapfrog the Indian viewers," Mehra said.

TataSky, a JV between Tata group and media giant Star had entered into an agreement with French firm Technicolor to supply 4K Set Top Boxes in May this year.

On being asked about the viability of the 4K service, he said, "TataSky was the first DTH operator, which had introduced HD feed to the viewers during the last FIFA cup in 2010. Even at that time people were wondering about it and its success. Now people are buying HD set top boxes."

TataSky has a subscription base of 13.5 million across the country, Mehra said, adding that half of them are installed in tier 2 and 3 cities. It has a presence in 36,000 towns.