The Consumer Electronics Association (CEA) has decided that TVs with 3840 x 2160 pixel resolution (aka 4K HDTV) will be marketed as "Ultra High-Definition" (Ultra HD):
CEA’s board of industry leaders this week unanimously voted to endorse the consensus opinion of CEA’s “4K” working group recommending the term “Ultra High-Definition” and related performance attributes. The name and related minimum performance characteristics are designed to help consumers and retailers understand the attributes of this next generation of superior television and display technology beginning to roll out this fall.
“Ultra HD is the next natural step forward in display technologies, offering consumers an incredibly immersive viewing experience with outstanding new levels of picture quality. This new terminology and the recommended attributes will help consumers navigate the marketplace to find the TV that best meets their needs,” said Gary Shapiro, president and CEO of CEA.