Sony Electronics announced that the company is not adopting the CEA’s recommended new branding of Ultra HD as a replacement name for 4K.
At least, not entirely.
Sony will still call it 4K but will add the “Ultra” moniker so that it reads “4K ultra high-definition” or “4K UHD.”
CEA made the announcement earlier this month that it was recommending the use of Ultra HD as a brand for the new technology offering 4 times the resolution of current HiDef.
In a statement, the company said, “As leaders at the forefront of new display technology such as HD, 3D and beyond, we laud the CEA’s efforts to come up with a common language to describe the next generation high-definition technology, however, to ensure clarity for consumers and delineate between today’s and tomorrow’s technology, Sony will continue to use the 4K moniker for its products and will market its future products as 4K ultra high-definition or 4K UHD.”
— By Scott Hettrick