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Just as Blu-ray discs helped make HD TV a consumer standard, the industry guardians behind the technology and its standards, the Blu-ray Disc Association (BDA) believes offering native content via a disc will do the same to jump-start the consumer demand for UHD (sometimes known as 4K) television sets. In an interview with TWICE, the BDA confirmed that it has already approved the UHD specification for Blu-ray but that it is only the starting point. We need to make sure that we will deliver 4K/UHD performance thats second to none, as this is what everyone will expect from Blu-ray, Victor Matsuda, the BDAs global promotions committee chairman, is quoted as saying. Perhaps unsurprisingly, the BDA believes that the disc is the optimum way of delivering UHD content to consumers, but the organization may have a valid point.