updated 08:12 pm EDT, Sat October 20, 2012
Industry expected to use UHD, Sony opts to differ
The Consumer Electronics Association has changed the name of 4K to Ultra High-Definition, or the shorter Ultra HD. The rebrand was put to a vote earlier this week, and the CEA's Board of Industry Leaders unanimously voted for the change, as well as minimum performance characteristics for the format.
The rebrand appears to be the same as the already-approved International Telecommunication Union standard, itself called UHDTV. Both require televisions that have at least a 3840x2160 resolution in a 16:9 aspect ratio, though the CEA specification mentions that display products are required to have at least one digital input capable of carrying and presenting native 4K format video at the full resolution without relying solely on up-converting.
Though it is expected that most television manufacturers will use the Ultra HD term, Sony has confirmed it will not. In a statement picked up by The Verge, it will use its own branding "to ensure clarity for consumers." Instead of UHD or the like, it is opting to brand its products as 4K Ultra High Definition (4K UHD).