4K TV technology now officially known as Ultra High Definition

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At a CEA (Consumer Electronic Association) meeting held in San Francisco this past Wednesday industry leaders decided that the emerging 4K television technology would officially be known as Ultra High Definition (Ultra HD).

There are apparently two reasons behind the renaming of the tech, one based on marketing and the other for legal reasons. The 4K label applies to larger TV screens that are able to display pictures at at least 3,480 x 2,160, or double the size of current 1080p screens. The marketing side of the change makes sense since Ultra HD screens will easily be seen as superior to HD displays, though a little consumer education may be needed to convey just how many more pixels are onscreen. The legal side is that the 4K label implies the number 4,000, a number which does not appear in the minimum resolution for the standard and which could become cause for legal action.

Gary Shapiro, president and CEO of the CEA, said in the press release announcing the name change “Ultra HD is the next natural step forward in display technologies, offering consumers an incredibly immersive viewing experience with outstanding new levels of picture quality. This new terminology and the recommended attributes will help consumers navigate the marketplace to find the TV that best meets their needs.” The marketing and legal aims of the change were not discussed in the CEA’s release.

The official statement does state that Ultra HD devices will be prominent in Las Vegas at CES 2013, which will be taking place from 8 to 11 January next year.

Source: Digital Trends

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