Whether it's called Ultra HD or 4k, it's potentially the next big trend in television.
Ultra HD sets have nearly 4 times the screen resolution of current HD televisions.
But electronics editor Jim Willcox of Consumer Reports says content makers need to catch up to the new technology.
"Netflix is starting to stream some 4k but there's really not a lot of 4k content," said Willcox.
Unlike the recent transition from standard to high definition, the added detail comes with a hefty price tag.
Prices start around 15-hundred and range up to twenty-five thousand dollars, for now.
"If you can even wait a couple of months, we're expecting prices to drop in the late fall and around Christmas buying season," said Willcox.
Consumer Reports says that drop may be as much as 30 percent, which is a figure that could sharpen ultra HD's appeal.
Copyright 2016 Nexstar Broadcasting, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.