Doesn't really tell us anything we didn't already know A new report from the CEA (Consumer Electronics Association) has come to the unremarkable conclusion that a growing amount of content and lower prices for Ultra HD (4K) displays will help to grow the market. Ultra HD promises to be the next big video product driving change in content, cameras, security, retailing, displays and even audio. It will drive growth across the entire consumer technology ecosystem, said a CEA Spokesperson. Historical CEA research has consistently found that price and picture quality are principal criteria when it comes to consumers television purchasing decisions. Ultra HD promises to be the next big video product driving change in content, cameras, security, retailing, displays and even audio. It will drive growth across the entire consumer technology ecosystem, said CEA president and CEO Gary Shapiro. Ultra HD dominated video at the 2013 International CES with announcements and models exhibited at the show and we expect even more Ultra HD at the 2014 CES. The move to Ultra HD is accelerating, driven by more brands entering the market, increasing model availability and price segmentation as well as other vital categories affected in the Ultra HD ecosystem. The CEA identified upscaling of high-definition (HD)/full HD resolution content and a trend toward more affordable pricing as two of the most important factors that will enable the early market for this technology. Of course, all Ultra HD displays can upscale HD or full HD resolution to Ultra HD resolution using video processing to fill in the extra resolution, but if the quality is not there, consumers could be put off. Content is a vital aspect of Ultra HD adoption, says the report, producing Ultra HD content centres around filming in 4K levels of resolution and digitally scanning archived analogue film. CEAs study finds there is an increasing trend toward 4K production, thanks in part to the development of 4K-level professional cameras and post-production tools. To make Ultra HD home releases, studios need 4K masters and digital intermediates, whether scanned from 35mm film or shot in digital 4K. The film industry is well positioned to re-release many films in true Ultra HD resolution and to produce native content. Last month, CEAs U.S. Consumer Electronics Sales and Forecast July 2013 report introduced sales data for Ultra HD, projecting shipments to reach 57,000 units, with shipment revenue to earn $314 million in 2013. CEA forecasts Ultra HD shipments to surpass the one million unit mark in 2015. You can pick up a copy of the report for $499, if you like, but we could have told you that for free.