The BBC has unveiled what it calls "the future of broadcasting" with a demonstration at its Radio Theatre in London of Super Hi-Vision - an innovation it has jointly developed over the past three years with Japanese broadcaster NHK.
The technology is also being demonstrated during the London Olympics at screens in Bradford, Glasgow, Tokyo, Fukushima and Washington.
Super Hi-Vision offers a resolution 16x greater than standard HD and combines these unrivalled pictures with a groundbreaking new standard in surround sound.
The first ever live broadcast in Super Hi-Vision was Friday's opening ceremony. A 20 minute edit of that ceremony is now included in part of the demonstration. However, it was switching to a live feed from the Aquatic Centre that provided the most impressive experience of the technology in action.
Watching the swimming it was possible to isolate sound to a degree that you could hear individual hands splashing into the water and see every ripple in the wake of the swimmers. The BBC introduced the technology as "the closest thing to actually being there" and that is no exaggeration of how truly immersive the experience is. There is no additional commentary over the top, only the sounds of the arena and the viewer quickly finds themselves drawn in to the depth and detail of the broadcast.
As such it's easy to see Super Hi-Vision becoming a compelling part of the experience of watching major live events at public screenings.
However, don't responsibly recycle your television set just yet because it is a long way off the home.
HD TV was first trialled publicly at the Los Angeles Olympics in 1984 but took many more years to find its way into our homes. The same will be true of Super Hi-Vision, not least because the BBC predicts, even with developments in compression technologies, fibre optic broadband may still need to guarantee speeds of up to 70Mbps in order to stream the pictures and sound to our homes.
Content will also be limited for now. Currently there are just three "priceless" cameras in the world capable of capturing Super Hi-Vision images and they are all in London for the Games.
However, if you get the chance to get along and see this for yourself, it is well worth it. To find out more about Super Hi-Vision and how to get along to a screening, visit the BBC website.