via The Verge. Sony:

Just a quick note to let you know that as a leader at the forefront of new display technology such as HD, 3D and beyond, Sony lauds the CEA’s efforts to come up with a common language to describe the next generation high-definition technology. However, to ensure clarity for consumers and delineate between today’s and tomorrow’s technology, Sony will continue to use the 4K moniker for its products and will market its future products as 4K ultra high-definition (4K UHD).

CEA wants UHD. Sony prefers 4K. Consensus driven Sony brings the two together: 4K UHD. Diplomatic, yes. But folks will call 4K simply 4K.