Just like 2011 was the year of 3D, 2013 is the year of the 4K ultra high-definition native resolution, which is why Toshiba is not letting the Consumer Electronics Show pass without a show of strength.
That 4K TVs would come out en masse between January 7-8 and 11 was something that we've known for certain since a couple of months ago.
This year's edition of the Consumer Electronics Show in Las Vegas, Nevada, is hosting companies like Westinghouse, Samsung, Sharp and several others.
Toshiba isn't matching the first two in terms of size (Westinghouse and Samsung both have 110-inch UHDTVs ready to cause people to gawk).
The company isn't far behind though. Its Ultra HD television set has a diagonal of 84 inches, which should be more than large enough for the 3820 x 2160 pixels resolution.
The name of the TV is L9300, but the rest of the specifications are still under wraps, which means Toshiba will have to make a press release or add the product page to its website before we can learn the brightness, refresh rate (probably high enough for 3D).
What the corporation did say was that the TV would have some native content upon being launched. Not much, but enough to get by.
The implications of that are clear: the L9300 is not just a 4K UHDTV, it is a Smart TV with enough PC-like qualities to run applications alone (Toshiba specified the CEVO 4K quad+dual-core processor and the CQ engine).
As for looks, the IT player has decided against doing anything too flashy. The TV has a fairly nondescript black frame and a silver metallic bezel.
Then again, the TV's screen is what people should look at, not the frame, so the minimalistic approach is actually appropriate.
In addition to the 84-inch 4K UHDTV, Toshiba has put together a 65-inch model and a third UHDTV of 58 inches.
CES 2013: Toshiba's 84-Inch 4K LED UHDTV
There are 65-inch and 58-inch models with that resolution as well
... so hot right now