Sony has announced that it will keep the 4K name for the successor to 1080p, despite the Consumer Electronics Association (CEA) deciding on the new Ultra High Definition tag.
The Sony XBR-84X900 will feature what the company now calls "4K Ultra High Definition" resolution.
(Credit: Nic Healey)
Sony's new name for the technology will be 4K Ultra HD, following the CEA's announcement that resolutions of 3840 pixels horizontally and at least 2160 vertically would simply be called Ultra HD.
A Sony spokeswoman contacted CNET and said that the company "lauds the CEA's efforts to come up with a common language", but that the company wanted to make the name more clear.
"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)," she said.
Ultra HD or 4K is designed to be the next consumer format after 1080p — it has four times the resolution of 1080p — and this year has seen compatible Ultra HD/4K televisions launched from the likes Sony, with its XBR-84X900 TV, and LG's 84LM9600, with more expected at the Consumer Electronics Show 2013.
Will the new name "ensure clarity", or does it just make the name longer and more confusing? Let us know in the comments.