Toshiba showed that it is serious about 4K with a range of Ultra HDTVs, including the L9300 series that will be available in 58-, 65- and 84-inch LED models. To demonstrate what native 4K would look like on its displays, the company showed 4K content shot with a RED Epic camera and played from the soon-to-be-released, $1,450 REDRAY 4K Cinema Player.

To show what today’s HD content would look like upscaled to 4K on the displays, the company showed content playing from a Blu-ray player. “If 4K doesn’t look good on Blu-ray it is going to have a hard time getting traction,” said Toshiba’s Bruce Walker. “We have been selling 4K TVs for over a year in Europe and Japan, so this is our second generation 4K.”

The Ultra HD displays incorporate Toshiba’s CEVO 4K Engine, which Walker described as “basically two systems, a quad-core processor designed specifically for picture quality and a second dedicated dual-core processor for picture enhancement.”

Its Blu-ray lineup includes a BDX6400 model player that will upscale to 4K.

The Toshiba 4K lineup begins shipping in the U.S. during the spring and summer months.