For a while we've been hearing more and more about 4K technology, but it was known as just that '4K'. Well, the Consumer Electronics Associations decision has bought forth an official rebranding of 4K to "Ultra High-Definition".
Sony has said it "lauds the CEA's efforts", but will continue using "4K" for its current products and will brand their future 4K-based devices as "4K Ultra High-Definition (4K UHD)". Sony are set to use their own branding in order to "ensure clarity for consumers and delineate between today's and tomorrow's technology". Sony's full statement:
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).