Expect to hear a lot about 4K television from Sony at January's International CES show in Las Vegas.
The company will make existing and new 4K products the central theme of its presentation at the event as it gears up for a major push of the technology in 2014, Phil Molyneux, president of Sony Electronics, told reporters in a briefing in San Francisco on Sunday.
"We're the only company in the world that allows you to shoot 4K content, edit it on our computers, play it back on our 4K TVs via HDMI," he said. "We've built that eco-system out together with Vegas Pro so that people can come to Sony and have that unique experience."
Sony is the only consumer electronics company to touch so many areas of the broadcast, movie and TV content chain. Through Sony Pictures it makes movies, its television arm produces several popular TV shows, it produces video hardware from professional through consumer for capturing content, and sells the televisions used to watch it.
But that doesn't necessarily make Sony into a winner when it comes to 4K. In the portable audio market, it managed to cede the lead to Apple's iPod despite having led the market for years with the Walkman, beaten Apple to market with a digital music player and had the backing of Sony Music.
Sony has spent the last few years trying to learn from those mistakes and says it's in a much stronger position now.
What's clear with 4K is that consumer demand is increasing, said Molyneux.
"When you see HD and you compare it with 4K, it's a remarkable difference," he said. "So you have to see it to really engage and believe it. If you look at the forecasted adoption rate of 4K over the last year, every three months the take-up rate on these reports have gone up and up and up."
He attributed the rising consumer demand to falling prices of 4K televisions.
Martyn Williams covers mobile telecoms, Silicon Valley and general technology breaking news for The IDG News Service. Follow Martyn on Twitter at @martyn_williams. Martyn's e-mail address is firstname.lastname@example.org