 This is a 4K TV, that's a 4K TV, and so are those. But what does 4K actually mean? There are two interpretations of 4K. The basic one is the panel resolution, which is 3840 pixels across and 2160 down. So it's 8 million pixels, which is four times the resolution of a standard full HD panel. The second interpretation is a slightly greater number, which is 4096 by 2160, which is what movies are being produced in commonly nowadays. Imagine the best picture you've seen multiplied by four with so much more detail, so much more depth and texture. It's just unbelievable. It's the biggest TV we've got here standing behind me, and it's the next revolution of TV for the consumer. So 4K means more dots. How much does that extra resolution actually matter? The answer is not much on an average TV, watched from a conventional, circus-traveling distance. What you need to do is think bigger, much bigger, about four times as big. At 50 inch, it has the same pixel density, so the pixels per square inch, as a 32 inch full HD. You start putting full HD on 50 inch and above, you can really start to see the pixels that make up the picture, which is why the quad HD resolution is so apt for the bigger screen sizes. Living rooms tend to be very big in some markets. If you look in the US, for example, a lot of people are going to projectors, and we're offering an option here. Instead of a projector, you can actually have an LED there with much brighter, punchier colors, great detail. Steven Spielbergs of the world, they would be a great customer for our UD TV. It matters because people are getting used to bigger and bigger screens. Movie companies are starting to film in 4K, and so we can let customers enjoy that quality. The immediate problem with 4K is easy to guess. Just because your TV will support super high-def content, doesn't mean that you have any such programming to enjoy. But the same was true of HD at first, and the entertainment industry figured out a way. If there's a problem to be had, the content will flow in whatever format people are willing to pay. It's going to take time. At some point, the TV will have to be in the living rooms before the content is ready. We don't think that's a huge problem, though, because that was the same thing that happened with HD TV. The TVs were out there before all the stations were providing HD content, but in the end, they caught up to one another. The only question left is, how many of us actually want or have the room for an 84-inch TV in our living rooms, even if it is ultra-high definition? We do intend to bring it to Europe and North America in the future. Cost in Korea is about US$23,000, but we expect it to be cheaper by the time it launches in the other markets in the next couple of months. So this TV, this is the 84-inch Sony TV, it will be available for Christmas, around €25,000. So there we are.
 This is a 4K TV, that's a 4K TV, and so are those.
 But what does 4K actually mean?
 There are two interpretations of 4K.
 The basic one is the panel resolution, which is 3840 pixels across and 2160 down.
 So it's 8 million pixels, which is four times the resolution of a standard full HD panel.
 The second interpretation is a slightly greater number, which is 4096 by 2160, which is what
 movies are being produced in commonly nowadays.
 Imagine the best picture you've seen multiplied by four with so much more detail, so much
 more depth and texture.
 It's just unbelievable.
 It's the biggest TV we've got here standing behind me, and it's the next revolution of
 TV for the consumer.
 So 4K means more dots.
 How much does that extra resolution actually matter?
 The answer is not much on an average TV, watched from a conventional, circus-traveling distance.
 What you need to do is think bigger, much bigger, about four times as big.
 At 50 inch, it has the same pixel density, so the pixels per square inch, as a 32 inch
 full HD.
 You start putting full HD on 50 inch and above, you can really start to see the pixels that
 make up the picture, which is why the quad HD resolution is so apt for the bigger screen
 sizes.
 Living rooms tend to be very big in some markets.
 If you look in the US, for example, a lot of people are going to projectors, and we're
 offering an option here.
 Instead of a projector, you can actually have an LED there with much brighter, punchier colors,
 great detail.
 Steven Spielbergs of the world, they would be a great customer for our UD TV.
 It matters because people are getting used to bigger and bigger screens.
 Movie companies are starting to film in 4K, and so we can let customers enjoy that quality.
 The immediate problem with 4K is easy to guess.
 Just because your TV will support super high-def content, doesn't mean that you have any such
 programming to enjoy.
 But the same was true of HD at first, and the entertainment industry figured out a way.
 If there's a problem to be had, the content will flow in whatever format people are willing
 to pay.
 It's going to take time.
 At some point, the TV will have to be in the living rooms before the content is ready.
 We don't think that's a huge problem, though, because that was the same thing that happened
 with HD TV.
 The TVs were out there before all the stations were providing HD content, but in the end,
 they caught up to one another.
 The only question left is, how many of us actually want or have the room for an 84-inch
 TV in our living rooms, even if it is ultra-high definition?
 We do intend to bring it to Europe and North America in the future.
 Cost in Korea is about US$23,000, but we expect it to be cheaper by the time it launches in
 the other markets in the next couple of months.
 So this TV, this is the 84-inch Sony TV, it will be available for Christmas, around €25,000.
 So there we are.