Sharp has revealed pricing for the world's first THX-Certified Ultra High-Definition — the new name for 4K and 8K — television, a 60-inch model named the ICC Purios. With a resolution of 3,840 × 2,160, it'll be available in Japan from February at a cost of 2.6 million yen, or roughly $31,000 including taxes. Sharp's TV will go head-to-head with an 84-inch UHDTV from Sony and a 55-inch model from Toshiba, which are priced at 1.68 million yen ($25,000 in the US) and 750,000 yen (roughly $9,000), respectively, highlighting the huge premium Sharp is asking for its next-gen TV.

As The Wall Street Journal reports, Sharp is currently struggling for survival, and its decision to price the ICC Purios so highly could hurt sales of the made-to-order set. Sharp defends its pricing by pointing out that consumers that want the very best quality won't mind the higher cost. "There may be other 4K TVs on the market, but our 4K TV offers images that are so realistic that viewers feel as if they were experiencing the scene in real life," a spokesperson told WSJ. We'll hold judgement on Sharp's claims until we've seen the ICC Purios for ourselves.