While Ultra HD TV sets still will be relegated to a small share of total TV shipments for the next few years, recent moves by panel makers and vendors to reduce costs and increase the availability of content have bolstered the long-term shipment outlook, with nearly five million expected to ship in the US in 2018, according to research firm IHS.

　　Starting from a mere 200,000 units in 2013, shipments of Ultra HD TVs in the US will rise by a factor of 23 to reach 4.6 million units in 2018. Ultra HD TVs will grow to account for 13% of total US LCD TV shipments in 2018. In comparison, Ultra HD TVs will represent only a small share of the market in the near term, at 1% of the US LCD TV market in 2013, 3% in 2014 and 5% in 2015.

　　While IHS had previously forecast global Ultra HD TV shipments to amount to only 2.1 million units in 2017, that now has been raised to 3.6 million in the US alone, reflecting the rapidly improving outlook for the market, the firm said.

　　"Pricing for Ultra HD TV sets is expected to come down dramatically in 2013 and the following years, making them much more affordable for consumers on average," said Veronica Thayer, analyst for consumer electronics & technology at IHS. "Just as importantly, Ultra HD TV vendors are striving to avoid repeating the mistakes they made with 3D TV – namely, attempting to charge a major price premium for a feature that lacked sufficient content to generate consumer interest. Recent developments indicate the TV vendors have learned key lessons from the 3D debacle that will boost the long-term outlook for Ultra HD TV shipments."

　　Ultra-fast price reductions

　　The average Ultra HD TV will cost four times as much as the average for all LCD TVs in the US in 2013. However, by 2018, that cost multiple will narrow to 2.6, said IHS.

　　In 2018, the average shipping price of a Ultra HD TV will fall to slightly less than US$1,200, down from US$3,128 in 2013, the firm believes.

　　Panel pricing plunges

　　Top panel suppliers such as Samsung Display, LG Display, AU Optronics (AUO) and Innolux are all introducing Ultra HD LCD TV panels, with TV vendors like Sony, Sharp, Samsung Electronics, LG Electronics and many China-based names launching or planning to introduce their own offerings later in 2013. With the panel representing the most expensive portion of the set, this flood of products at various price points and sizes will help drive down pricing, the firm said.

　　Content cornucopia

　　Many TV brands are actively working to provide Ultra HD content, either through upscaling or through the creation of proprietary Ultra HD content. Already, Japan has plans to begin Ultra HD broadcasting as soon as 2014, two years earlier than originally planned. Also, Ultra HD cameras and camcorders are now on the market, enabling creation of the content. Movies in Ultra HD likewise are starting to show up.

　　OLED sinks

　　The increased focus on Ultra HD TVs comes in part from delays in commercialization for OLED TVs, an advanced technology that has encountered various challenges in manufacturing. OLED's fumble has led to opportunity for Ultra HD TVs, allowing them to claim the high-end position in the global TV market. IHS added.