Whilst the share of jumbo screens, classified as 42 and above, have grown year-on-year, they still represent only 15% of UK sales in 2013. For some, anything less than a 50 wall-mounted display is a travesty, but clearly for 85% of UK buyers, size doesnt matter. TV companies have invested heavily in a set of technology that works best on bigger screens. On a 70 screen even 1080p starts to look shabby, but put 4K through it and it is utterly stunning. Remember the first time you saw HD on BBC HD, before they dialled back the bit-rate? It looked for all the world as if you could reach out and touch the lions. This is that same feeling times four. However, the market for the size of screen needed to make 4K a viable purchase is small. In the US there is a bigger market for the larger displays but customers there are too price conscious, and bigger volumes means costs can be kept relatively lower. The comparative cost for a similarly sized 4K screen would likely result in a mild coronary event.