• by Wayne Friedman , May 20, 2013

While U.S. TV programming networks are not close to transitioning to the new 4K TV technology, Sony Electronics started a marketing campaign for its new 4K Ultra HD TV sets on Monday.

In addition, Sony is beginning a new 4K movie download service later this fall and its upcoming version of PlayStation will be 4K-compatible.

Sony looks to push the move to 4K TVs -- which have four times the resolution of current 1080 pixels HDTV -- by promoting one filmmaker who shot a film in the new 4K TV technology.

Sony profiled filmmaker Garth Davis, who made a 4K film shot on new Sony professional cameras. Narrating a spot, Davis is found watching a new 4K TV set describing how colors are richer and details sharper.

The campaign includes broadcast spot starts airing this week nationally -- along with digital, print and radio ads, and mobile media. There will also be awareness at new technological events, retail point-of-purchase and interactive displays. Sony will use social networks, email, direct mail and free standing inserts to tout its effort.

Sony's is pushing for consumers to witness new 4K TV sets programming at events, as well as Sony Store and Best Buy's Magnolia Home Theater.

"The campaign calls out the enhanced quality of anything one would watch on a Sony 4K TV with a picture that is four times clearer than full HD," stated Patrick Bewley, vice president of brand experience & visual design at Sony Electronics. "It's the highest resolution, most immersive experience Sony has ever created, and in order to experience it, you must see it in person to believe it."

In Japan, the NHK network will start converting to 4K later this year.