Although admitting it is “early days” in the consumer life-cycle of 4K viewing, Jim Underwood, Executive VP, Worldwide Digital and Commercial Strategy, Sony Pictures Home Entertainment, says its progress has gone beyond the point of wondering whether it can become a reality.

Delivering a keynote speech at PEVE Entertainment 2013 in London, he told delegates: “We’re going to see it take off over time.” He suggested that price points would come down quickly, given that Sony was providing 4K sets pre-loaded with Sony studio content, with this “attractive” proposition, “you’re going to see that deliver a lot of interest from consumers.”

Although confident of 4K’s consumer prospects, he felt it was too early to specify formats. “We can’t determine the method of delivery yet,” he admitted.

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