The Moscow-based operator MGTS plans to provide 4k TV sets to its highest-spending subscribers.
Quoting company representative Tatiana Martyanova, Vedomosti reports that it will shortly announce the terms and conditions of a tender for the purchase of the sets.
Although 4k TVs in Russia currently retail for R27,000 (€438) upwards, MGTS may be able to buy sets for R12,000-14,000 each in bulk or even less for outdated models.
MGTS ended 2016 with 450,000 subscribers to its pay-TV services in the Russian capital.
This was 29% more than a year earlier, with the rapid growth being put down to the increase in the coverage of its new fibre optic (GPON) network.
Its TV offer consists of 79 channels, including some in HD, and costs R99 a month.
Last December it introduced a R700 a month convergent offer that includes broadband internet access at 150 Mbps, 20Gb of mobile data, 500 minutes of talk time and a Samsung phone, with the latter costing R1 a month.