CES: Sony Announces 4K Video Storefront ‘Ultra’ At Keynote

Kazuo Hirai Sony
Masatoshi Okauchi/REX/Shutterstock

Sony CEO Kazuo Hirai took the stage at the 2016 Consumer Electronics Show in Las Vegas to address the three key components of Sony: emotional value to products, objects of sensations and passion to enablers of creativity.

Hirai said the PS4 “sets the benchmark in collaboration, artistry, imagery and design.” The console system sold more than 5.7 million units in the holiday season and 35.9 million units total since it’s launch.

Sony president and COO Mike Fasulo announced Ultra, a new 4K video app that allows users to buy and stream 4K movies on Sony Android TVs.

Fasulo noted that YouTubers now make millions of dollars using their cameras to put videos on the web before showing off a new 4K Handycam, the FDR-AX53, and proclaimed the price would be “4K for everyone” — without actually announcing a price.

A new Pinnacle model X93D TV with HDR was also announced by Fasulo, along with the new 4K HDR logo that Sony will be using.

The conglomerate revealed a new high-res turntable, the PS-HX500, which Fasulo said, “brings the emotional connection and novelty of vinyl to the traditional digital file.” He then moved on to Life Space UX, essentially a collection of smart home products.

Screen Gem’s Glenn Gainer joined Fasulo to show the power of the A7II R camera. Aside from Lucas Watson from YouTube, Gainer was the only entertainment figure to appear during the conference.

The surprise of the conference may have been the absence of a mention of Morpheus, the PlayStation VR system that is coming out, outside of a brief glimpse during the ending sizzle reel. With Oculus Rift pre-orders starting tomorrow, it seemed like the right time to give an update on Sony’s answer to it.

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