For Sony, 4K is one of the technologies that could help Hirai turn around its TV business. A longtime flagship of the company, the TV business has been losing money for years in the face of stiff price competition. Hirai is reducing the size and scope of Sony's TV product family in an attempt to stem losses and provide a strong base on which to grow again.
Sony didn't announce a price for the new 4K TVs. The current 85-inch model costs $25,000 and Molyneux said the two new sets would be at a "more accessible" price for consumers. The 4K camcorder, which will allow consumers to create their own 4K content, is currently on show at CES as a prototype. There's no launch date.
Martyn Williams covers mobile telecoms, Silicon Valley and general technology breaking news for The IDG News Service. Follow Martyn on Twitter at @martyn_williams. Martyn's e-mail address is email@example.com