BT may've launched the first 4K sports channel in the UK, but it doesn't expect you to shell out for its new Ultra HD box just to catch the odd footy match in the highest of definitions. It's now a matter of sourcing enough content to make the upgrade as attractive as possible, and BT is already investing in sports-centric 4K programming outside of live games. The appetite for Ultra HD entertainment can't be sated solely by sport, however, which is where BT hopes Netflix can lend a hand. BT Sport's Chief Operations Officer told Digital TV Europe that the company is currently talking to Netflix about enabling 4K in its app for BT's Ultra HD YouView box. Unfortunately, there's no word on when this might happen, and there isn't a great deal of 4K content on Netflix yet as it is, but it would certainly help BT show its latest set-top box isn't just for footy fans.