Ultra HD TVs are breathtaking to look at, but there’s a major roadblock when it comes to marketing them to a widespread audience: a lack of content. Amazon is looking to change all that, though, as the site is now shooting all of its original TV shows in 4K. Amazon kicked off its original content last year with shows like Alpha House and Betas, and the company plans to release 11 pilot episodes in the next few months. All shows green-lit for a full series will be shot in 4K, as will pilots for shows Amazon is testing. Neither Amazon Instant Video nor LOVEFiLM, the company’s sister streaming service throughout parts of Europe, currently support 4K streaming. Amazon may switch over to support 4K streaming soon, but the move may also be simply to future-proof its content. Amazon knows its feet are to the fire when it comes to 4K, because Netflix – which also kicked original content into high gear in 2013 – is currently testing 4K video streams.