Sky has announced the launch of live sport in HDR quality beginning with the Tokyo 2020 Olympics.
The format enhances Ultra HD pictures to make dark colours darker and bright ones brighter, bringing even more clarity and definition to broadcast pictures.
Select on-demand content has been available in HDR quality on Sky Q for several months but now the format is being rolled out to live sport.
The first event available in HDR is the Olympics, which started today and are being broadcast on Eurosport.
Sky Q customers with a UHD subscription can access the Eurosport 4K channel by pressing the red button on Eurosport 1 or Eurosport 2 on channels 410 and 411.
To view pictures in HDR quality, customers need an HDR-capable TV as well as an HDR-enabled Sky Q box; standard UHD is offered to those without.
Additionally, Sky has announced that more than 100 Premier League games will be broadcast in HDR format next season, starting with the season opener between Arsenal and newcomers Brentford on August 13.
Fraser Stirling, group chief product officer at Sky, said: "Bringing HDR to live sport for the first time means you can feel closer to all the action of the Olympics and Premier League games, with the ultimate picture quality that creates the best at-home viewing experience.
"For sports fans, it's the next best thing to being in the stadium."
To coincide with the launch of HDR, customers without a UHD subscription are able to access a three-month free trial through the Sky VIP app.