​Samsung is betting heavily on Ultra High Definition television, announcing a slew of partnerships with Hollywood content providers in order to lure customers to the next generation of TV sets.

Amazon, Netflix, Comcast, Paramount, 21st Century Fox, DirecTV and M-Go all will be providing native 4K and 4K optimized content for the Samsung UHD Smart TVs later in 2014, the company announced Monday at International CES in Las Vegas.

Viewers will be able to access the 4K content via dedicated apps on the Samsung Smart TVs. But Samsung is also working with the studios to develop its own “UHD Video Pack” for viewers who don’t have subscriptions to streaming services or the included cable providers. Samsung says that its customers will be able to download new UHD content as it becomes available.

“At Comcast, we continue to look for innovative ways to offer our subscribers the most high-quality choices. We will continue to push the boundaries of high-definition technology to deliver the best possible experience to our viewers; 4K UHD is no different,” said Matt Strauss, senior vice president and general manager of video services for Comcast Cable. “This partnership with Samsung is one way our customers can stream shows and movies in 4K UHD, offering subscribers a glimpse of the television viewing experience of the future.”

Comcast also said Monday that its new X1 line of set-top boxes will deliver 4K UHD content to all UHD-capable TVs later this year, regardless of which brand of set they are using. However, the Xfinity TV 4K app will only be available on Samsung sets.

4K content deals appear to be en vogue at this year’s CES, with LG and Vizio announcing deals earlier in the day Monday with Netflix to stream 4K content to LG TV sets. But Samsung’s deals raise the bar considerably, and give customers looking for the reason to upgrade their set a significantly larger number of 4K offerings.

In another vote of confidence for 4K’s future, Vizio said it was dropping support for 3D from its latest line of TV sets. Samsung used Monday’s press event at the Mandalay Bay Convention Center to unveil its latest line of UHD TV sets, including the world’s largest curved UHD television, which measures a whopping 105 inches.

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