Sony says 4K TVs can become as popular as HD models in the future as prices come down.
Damien Weissenburger, Sony Europe's display business group head, told PCR at Midwich's Tech Exposed event: "4K in the living room is an important theme for us. The need for higher resolution devices will increase over the next five to ten years, especially as prices come down.
"The size of TVs for consumers is very important. 3D TVs were different, whereas HD to 4K is a resolution step. It's the next HD."
Sony showed off several 4K projectors at the event as well as a 4K TV priced at £16,000 - the 3840x2160 resolution FWD84 4K X Reality Pro.
Weissenburger also said the home cinema and movie sectors are important to Sony and Sony Pictures, with some films like After Earth being filmed in 4K.
Additionally, Sony is targeting educational and residential markets with its AV offering, and says its products are ideal for meeting rooms, classrooms and more.
"We want to stretch the boundaries and give a better experience to customers," he added.