CEA’s Video Division approved the use of “4K Ultra...

CEA’s Video Division approved the use of “4K Ultra HD" as uniform terminology to describe “the emerging category of display products” with more than 8 million pixels, CEA said Tuesday. The change, which was made “to provide more consistency across the market,” updates the terminology CEA adopted two years ago when it agreed to call the technology “Ultra HD,” but dropped “4K” from the moniker to the apparent anger of a few member companies like Sony (CED Oct 19/12 p1). The new terminology will be reflected in two new logos -- “4K Ultra HD” and “4K Ultra HD Connected” -- that CEA also released Tuesday. “The new logos mark another important milestone as the inevitable evolution to 4K Ultra HD continues,” said CEA President Gary Shapiro. “These logos and consistent nomenclature will help consumers navigate the 4K Ultra HD marketplace and assist them in having a great experience at retail and at home.” Announcement of the CEA logos follows by nearly two weeks the IFA debut in Berlin of DigitalEurope’s pan-European “Ultra HD” logo (CED Sept 4 p4) that bears no resemblance to the CEA marks, though both logo programs support similar technical characteristics and were fashioned by many of the same member companies.