The Consumer Electronics Association has decided that 4K televisions and viewing displays can be officially branded ‘Ultra High-Definition’ in the US, just in time for the holiday season.
The CEA’s board voted unanimously in favour of the motion, proposed by its 4K Working Group (now known as the CEA Ultra HD Working Group), to classify sets that can display an image made up of 3840×2160 or 4096×2160 pixels in such a way.
“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,” said Gary Shapiro, president and CEO of the CEA. “This new terminology and the recommended attributes will help consumers navigate the marketplace to find the TV that best meets their needs.”
The CEA’s market research group undertook considerable research into the various possibilities for branding the premium 4K displays now being offered by the world’s major TV manufacturers, and ‘Ultra HD’ consistently rated highest in terms of helping consumers understand the technology and in communicating the technology’s viewing experience.
Despite industry excitement over this new standard however, research firm IHS recently went on record as saying that consumer demand for televisions with the ultra-high-definition 4K resolution will remain negligible for the foreseeable future, with shipments never accounting for more than 1 percent of the global LCD TV market during the next five years.