updated 07:28 am EST, Tue November 20, 2012
Full length feature Hollywood productions to be offered
Sony has revealed it will offer buyers of its 4K TV sets content specially created for the high resolution screens. While not detailing the exact nature of the plan, Ray Hartjen of Sony claims that customers of the 84-inch XBR-84X900 television will receive access to the "world's first 4K Ultra HD delivery solution" at no charge.
Pointing out in a blog post about how Sony's 4K F65 Cinealta cameras are being used by companies such as Fox Sports for their instant replay coverage, as well as Sony's ownership of the Sony Pictures Entertainment production studio, Hartjen confirmed the content will be "full length feature Hollywood productions” instead of "some goofy 4K content shot as a demo." Though a full announcement isn't set until “sometime after turkey day," it is likely that the system will end up being some sort of streaming solution using the built-in Smart TV functionality.
Considering the general lack of 4K-ready content on the market, having a 4K-specific content delivery solution could make Sony's offering more attractive to potential customers. During Electronista's time with the television in September, upscaled trailers for The Amazing Spiderman and Hotel Transylvania were shown to demonstrate the screen's upscaling capabilities, suggesting that even though there is a lack of content specifically made for the resolution, existing HD content will work fine and still be a viable viewing option.