In a research laboratory in Japan, the country's public broadcaster is working on a successor to the familiar high-definition broadcast system.
NHK doesn't expect its Super Hi-Vision video format to make it to actual broadcast until 2025.
But with screens getting ever bigger and people demanding better quality pictures, it does believe it can have a future.
Super Hi-Vision - or Ultra High-Definition TV as it is sometimes known - carries some impressive statistics.
It has a screen resolution of 7680x4320 pixels, 16 times greater than current HD.
To watch the format NHK has a purpose-built 500 inch screen in its labs, along with the world's only 22.2 multi-channel surround sound system, which the format also supports.
Currently there are only two cameras capable of recording the format.
http://news.bbc.co.uk/1/hi/technology/7205338.stm