Half of all television shipments worldwide are now ultra-high-definition screens, rising to two thirds in Western Europe. Yet many broadcasters do not have published plans for ultra-high-definition services. Some will still swear blind that that they cannot see the difference but it seems there is strong consumer demand for larger screens and manufacturers are happy to supply them. Online services can deliver 4K today but for mass audiences they are still no substitute for broadcast television. Standard and even high-definition channels look poor by comparison on the latest screens.