Sony has today announced the pricing and availability of its new ultra high definition TV, which it labels as 4K TV, confirming an Australian price tag of $24,999 for the device.

Today’s news follows the announcement of pricing and availability for LG’s 84-inch Ultra Definition TV on 10 October. As the second Ultra-HD television to be released in the Australian market, Sony’s 4K TV comes in almost $10,000 over LG’s Australian pricing of $15,999.

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The 84-inch Sony panel was first unveiled at Berlin’s IFA trade show on 29 August, when it was described as “Sony’s biggest TV launch to date”.

Originally giving its panel the moniker “4K” to denote the fact that it offers “four times the resolution of Full HD” panel displays, Sony has persisted with this name, despite the Consumer Electronics Association in the United States officially decreeing that these products should carry the Ultra-HD name. The CEA said the new name would better convey the benefits and technology to retailers and consumers.

When asked whether Sony would be updating its branding to reflect the new industry standard, a representative for Sony told, “Sony Australia has not announced any specific details about the CEA’s announcement”.

Today, the brand confirmed that the new flat panel TV would have a very limited distribution, excluding traditional bricks and mortar retailers. The product will only being sold at Sony Centres in Sydney, Brisbane, Perth, Adelaide and Nunawading in Melbourne.

Sony Australia’s general manager of consumer marketing, Nicolas Barendson, and general manager of consumer sales, Jeremy Senior, show off the new 4K TV at IFA in Berlin.