Most people don’t really have good enough eyesight to see the difference between 4K and 1080p. You have to have a really big TV and sit really close to distinguish between the two.
But while upgrading to a 4K TV might be fairly cheap, upgrading to *broadcast* in 4K is extremely expensive. And people haven’t complained, so most TV stations see no reason to spend a giant amount of money upgrading when most of their viewers can’t even see the difference.
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