How do they expect to distribute 4K video? The file sizes will be huge and downloads at normal internet connection speeds seen today will take far too long for most to accept. Not to mention data caps.
Physical distribution? On what, triple and quad layer Blu ray? Those will be marginal at best. It also means millions of new players would be necessary, and regular blu ray hasn't even become the dominant format yet.
You need new displays, new players, new distribution channels and physical media...this just will not fly. Not anytime soon.