Sony has revealed a new content delivery system for supplying its 4K UHDTV sets with something sharp to watch.
Over on The Sony Blog, the company has revealed that its flagship Sony XBR-84X900 (known in this country as the Sony KD-84X9005) will ship with an added bonus: "the world’s first 4K Ultra HD delivery solution, complete with pre-loaded, native 4K entertainment."
This isn't simply a demo reel made specifically to show off the new Ultra High Definition standard, but "full length feature Hollywood productions."
Sony, of course, is in a unique position to offer such 4K or UHD content. As the blog posting points out, alongside its 4K TVs and 4K Blu-ray players, Sony makes 4K projectors for cinemas as well as 4K cameras for production studios. It also owns its own film studio, Sony Pictures Entertainment.
The point is that Sony is heavily invested and involved in the production of 4K films, so it's just about the only TV manufacturer who could bring such a generous 4K offering to its first commercial UHDTV set.
Of course, with a price of around £25,000 - some £5,000 more than rival offerings like the LG 84LM960V - many would argue against using the term 'generous' in conjunction with the Sony KD-84X9005.
UHDTV, or 4K as it is also known, is the new high-end TV resolution standard, offering four times the resolution of Full HD. This should mean that even on a massive 84-inch UHDTV like the Sony KD-84X9005, you won't be able to see the individual pixels.