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New research from Procam TV is claiming to have found ‘widespread enthusiasm’ for new UltraHD content.

Furthermore, according to the UK’s largest broadcast hire company, London will be at the vanguard of Europe as a centre of excellence for 4K content production in a market that is said to be already showing demand for 4K cameras.

Indeed 91% of those questioned in the survey expected to be filming in 4K over the short- to mid-term. A third (36%) said they intended to begin filming some content in 4K within the next 12 months, and a further 13% within 24 months. Furthermore, 36% say they expected more than 40% of their content to be filmed in 4K by 2015.

In terms of what type of content the companies expected to be filmed in 4K, just over half (56%) said they would initially focus efforts on drama, 54% on documentaries, 35% music and a quarter on entertainment.

Such variety is essential if the technology is to become commercially viable, said John Brennan, managing director of Procam TV. “If 4K is to really take off, viewers need a wide choice of programme content available …There is huge enthusiasm around the industry for 4K, and we’re getting customers enquiring about 4K camera hire every day. These are the people that will generate the content that will attract consumers,” he added.

Putting its money where its 4K mouth is, at the beginning of February Procam invested £500,000 in new 4K cameras from Sony, what was, claimed the firm, the largest single transaction of its kind in the broadcast hire industry.