Much of the discussion about 4K HDTVs at CES has focused on Samsung and LG, thanks to their efforts in curved sets, but let's not forget Sony. The company also boosted its 4K lineup in Vegas, but placed a larger emphasis on 4K content than curved screens.
"It may be cliché to say content is King, but when talking about 4K Ultra HD TV, it reigns over consumer decision-making," Mike Lucas, senior vice president of Sony Electronics' Home Entertainment & Sound Division, said in a statement.
4K TVs are stunning, but - like 3D - a major drawback to spending thousands (and sometimes tens of thousands) on an ultra HD TV is that there isn't any 4K content to take advantage of the tricked-out display. As a result, Sony launched its Video Unlimited 4K download service last year, which features movies and TV shows in 4K. With a Sony 4K Ultra HD Media Player and Sony 4K Ultra HD TV, users can now access more than 140 shows or movies - like Breaking Bad - and Sony promised more titles this year, from Captain Phillips to American Hustle.
For those who need more variety, Sony's CES press conference featured an appearance by Netflix chief Reed Hastings, who detailed his company's efforts to bring 4K video to the streaming service this year. Sony's 2014 4K Ultra HD TVs are optimized to support 4K Ultra HD content streaming from Netflix, which is prepping shows like House of Cards for streaming video. Streaming in 4K, however, is not a low-bandwidth activity. Hastings said Netflix expects to stream content over Wi-Fi at about 15 Mbps.
But if you still need a 4K TV, Sony has three new series and nine total 4K TVs in sizes ranging from 49 to 85 inches, all of which are expected in the spring.
The XBR-X950B series is the flagship and comes in 85- and 65-inch flavors. "Incorporating Sony's new X-tended Dynamic Range PRO technology driven by direct LED arrays arranged in the backside of the panel, this model achieves a much wider dynamic range of brightness, with higher peaks and deeper blacks, using a unique backlighting algorithm to further enhance picture quality," Sony said.
The XBR-X900B series comes in 79-, 65- and 55-inch sizes and has Edge LED arrays along the side of the panel, as well as a new Wedge form factor. The entry-level XBR-X850B series, meanwhile, will be available in 49-, 55- and 65- and 70-inch class screen sizes.
Sony also has a new non-4K Bravia lineup for those who need something a bit more affordable.
Also at the Sony press conference, meanwhile, the company showed off the FDR-AX100 4K camcorder and Xperia Z1s smartphone.
For more, check out PCMag's tour of the Sony booth at CES in the video below.
Angela Moscaritolo contributed to this story.