Revolutionizing Entertainment with the UP Stick

Amsterdam, Netherlands, September 15, 2025 - In a game-changing announcement at IBC2025, ZTE Corporation, a leader in information and communication technology, and TELE System, Italy’s premier consumer electronics brand, have unveiled the UP Stick—a next-generation 4K Google TV™ set-top box (STB) that promises to redefine home entertainment.

ACompact Marvel of Technology

The UP Stick stands out with its sleek, stick-like design that packs a powerful punch. This innovative device leverages the cutting-edge Google TV 14 platform, delivering an entertainment experience that's not just portable but also rich in performance and content accessibility, setting new standards for Italian households.

Enhanced Features for Unmatched Viewing Experience

Equipped with the latest in technology, the UP Stick boasts faster application responsiveness and enhanced security features, ensuring users enjoy uninterrupted streaming. Additionally, it supports a vast array of premium content services, intuitive voice control, and an optimized user interface, all tailored for a seamless digital viewing experience that puts the user first.

The Ultimate in Mobility and Convenience

Ditching the clunky traditional set-top boxes, the UP Stick’s ultra-compact and lightweight design offers significant advantages. Users can effortlessly plug it into any HDMI port on their TV, reducing space clutter and making it perfect for those on the go. Whether at home, in another room, or traveling, the UP Stick does not compromise on delivering stunning 4K UHD quality and sophisticated smart TV features.

A Strategic Partnership Combines Strengths

This landmark launch is a testament to the successful partnership between ZTE and TELE System, merging ZTE’s pioneering R&D capabilities with TELE System's strong market presence and dedication to understanding consumer needs. Together, they're committed to bringing more advanced and enjoyable entertainment solutions to the Italian market.

What Industry Leaders Are Saying

Liu Qun, General Manager of Digital Home Product Line at ZTE, emphasized the significance of this collaboration: "Our joint vision for the future of home entertainment is centered around smarter, faster, and more sustainable technology." Meanwhile, Flavio De Poli, CEO of TELE System, highlighted the focus on user experience, stating, "The UP Stick meets the rising consumer demand for high-performance, energy-efficient tech, serving as both a premier media hub and a stepping stone towards tomorrow's smart homes."

Experience the Future at IBC2025!

IB2025 attendees are cordially invited to explore this revolutionary device at the ZTE booth located at D25, Hall 1, RAI Amsterdam. Experience firsthand how the UP Stick is set to change your viewing experience forever!