Netflix, Inc. (NASDAQ:NFLX) is apparently planning to stream its popular original series House of Cards in 4K Ultra HD—the highest quality of streaming video. That’s according to a report from Stuff. The site recently spoke with Netflix Chief Product Officer Neil Hunt, who also said back in March that they were filming it in 4K. In October it was revealed that Netflix was in talks to film a third season of House of Cards.

Netflix

Netflix competes with Amazon

CNET reports that the announcement from Netflix, Inc. (NASDAQ:NFLX) came the same week Amazon.com, Inc. (NASDAQ:AMZN) revealed that it will shoot all of its original series for 2014 in 4K. Netflix certainly doesn’t want to let Amazon beat it in terms of technology.

Right now video streaming won’t be a big part of Netflix’s catalogue, according to Hunt.  This is because Netflix and other video streaming service providers are a bit limited in what consumers can do with ultra-HD technology. Although Hunt is confident that Netflix is going to be at the forefront of the conversion to 4K, he says the technology just isn’t that widespread yet.

Updates on 4K technology

Consoles like the Xbox and PlayStation are not currently capable of playing video in 4K. According to Hunt, this capability could be added in the future, however, he said it isn’t possible “to take 4K out of the box and drop it into a separate television.” He said right now there are standards and also HDMI 2.0 which are lacking.

However, those who have their hearts set on watching 4K videos in all of their graphic glory can turn to a smart TV to fulfill their wishes—if they’ve got the financial means to pay for the pricey television sets. Many manufacturers of these new smart TVs are building 4K capabilities right into them.

TV manufacturers fight to lead in 4K

Hunt didn’t say which manufacturers are releasing smart TVs with 4K capabilities. CNET reports that two companies which may be leading the way are Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) and LG Electronics Inc (KRX:066570).

Both companies released statements today saying that they plan to show off 105-inch curved 4K television sets at the Consumer Electronics Show in 2014. Both of them claim that their TVs are the largest in the world. Sony Corporation (NYSE:SNE) (TYO:6758) already unveiled its 4K smart television at this year’s CES, showing off an 84-inch ultra-HD television which costs $25,000. In April, Sony said it would launch a less expensive 55-inch 4K TV for $5,000 and a 64-inch 4K TV for $7,000.

Apple Inc. (NASDAQ:AAPL) is also said to be working on a 55-inch and / or 65-inch 4K television for launch next year, as well as a 13-inch iPad with 4K resolution.