You may have feared the consumer confusion that would come out of the Consumer Electronics Association's decision to rebrand 4K as Ultra High-Definition, and now Sony is doing very little to allay those concerns. The company has just sent us word that it "lauds the CEA's efforts," but will continue using "4K" for its current products and will brand future devices as "4K Ultra High-Definition (4K UHD)."
According to the statement, Sony is using its own branding in order to "ensure clarity for consumers and delineate between today’s and tomorrow’s technology" — a clear nod to the similarities beween Ultra High-Definition and the current High-Definition standard. Thankfully, Sony's nomenclature still includes the UHD branding, but we wouldn't be surprised if consumers think 4K UHD is better than UHD alone, even if they both adhere to the same standard. Now the wait commences to see which other manufacturers will come up with their own branding for the future of high-resolution televisions. Full statement below.
Just a quick note to let you know that as a leader at the forefront of new display technology such as HD, 3D and beyond, Sony lauds 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 (4K UHD).