Sony has announced that it will keep the 4K name for the successor to 1080p, despite the Consumer Electronics Association (CEA) deciding on the new Ultra High Definition tag.
Sony's new name for the technology will be 4K Ultra HD and follows the CEA's announcement yesterday that resolutions of 3,840 pixels horizontally and at least 2,160 would be called simply Ultra HD.
A Sony spokeswoman has contacted CNET and said the company "lauds the CEA's efforts to come up with a common language" but the company wanted to make the name more clear.
"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)," she said.
Ultra HD or 4K is designed to be the next consumer format after 1080p -- and has four times the resolution -- and this year has seen compatible televisions launched from the likes of the $25,000 Sony XBR-84X900 and the LG 84LM9600, with more expected at CES 2013.
Will the new name "ensure clarity" or does it just make the name longer and more confusing? Let us know in the comments.