The big technology firms have unveiled the latest weapons in their arsenal in Las Vegas as they battle against a changing consumer electronics landscape.
Sony chief executive Kaz Hirai took to the stage at the Consumer Electronics Show to outline the company's plans to put it back on track.
Mr Hirai, who took over from former chief executive Sir Howard Stringer last year, has been tasked with turning around the troubled firm, which posted a loss of $57 billion in 2011.
He promised 2013 would be a "landmark" year for the troubled company.
The new 4k technology is injecting new life into consumer electronics industry, he said.
"4k is not the future. It's now," Mr Hirai told attendees before chief operations officer Phil Molyneux showed off Sony's 4K range, which include more consumer friendly 55 inch and 65 inch TV sets.
"We realise an 84inch TV isn't for everyone," Mr Molyneux said, promising that the smaller TVs would also have more consumer friendly prices.
Looking ahead to future possibilities, Sony also unveiled a new prototype OLED 4K TV. "We don't talk about technology, we deliver technology," Mr Hirai said.
Rival Samsung unveiled a new user interface for its smart TVs, and outlined a vision for upgrading TVs on a regular basis.
It also upgraded its Smart camera range and showed off a 4G tablet.
Intel, meanwhile, continued its push to make its mark in the mobile industry. The company showed off an Atom processor aimed at lower cost smartphones, targeting emerging markets with phones based on its Lexington chip
The chipmaker will also introduce Bay Trail, a quad-core version of its tablet chips with four processors built into a single piece of silicon.
Intel has fallen behind in the growing mobile market in recent years, as rivals gained a foothold in the market.
While this year's event may be missing some of the key technology firms that once played a large part in the show, there were a few familiar faces. When Qualcomm's chief executive Paul Jacobs delivered his speech, unveiling a new smartphone chip, he was joined by Microsoft chief executive Steve Ballmer for part of the presentation.
