Sony CEO Kaz Hirai says that mainstream adoption of 4K TVs could take five to seven years, and compared the growing format to HD.
When asked about Sony's push in 4K content and technology, Hirai said he sees a slow climb to mass adoption, reports The Verge.
"How long did HD take?" Hirai asked, suggesting widespread adoption of 4K could take five to seven years.
Hirai added that getting early adopters into retail stores to see the difference between HD and 4K is key.
Sony also revealed cloud-based gaming service PlayStation Now, which lets users play games on their TV without the need for a console, and it debuted the Xperia Z1 Compact, Z1S, wedge TVs and a 4K camcorder.
Sony unveiled 'life logging' software too, which charts a user's activities on a timeline. A SmartBand can be worn which keeps track of what users are doing and how many calories they've burnt.
You can check out Hirai's Sony keynote during CES 2014 here: