The TV makers are the guys pushing 4K... not the TV networks. Just as in the case with 3D TV.
See, they got spoiled on TV upgrades. As you say, NTSC ran for over 40 years... ok, sure, that whole nasty color switcheroo in the early 60s, and the vast might of the world's brain power spent on adaptive comb filters and other things in a hopeless attempt to turn the pig's ear of analog TV into some kind of silk purse. So TV evolved, but slowly. And you probably kept that old TV for 10 or 20 year at least... TVs actually wore out!
But then HDTV came along. And a bunch of use early adopters went out and bought the first generation analog HDTVs... really just SDTVs with CRT-driven HD displays, no digital tuner, no digital inputs (well, sometimes Firewire, but that only worked with MPEG-2 input). Even though this was a fairly small group... many decided to pass on a 600lbs., $4000 TV with no content (sadly, not I), it was a huge boon to the TV industry.
And followed up in 5 years or so by the first generation digital HDTVs, the move to digital displays (plasma, LCoS, DLP... even LCD, but back then, on the low end)... so for me it was another $4000 for a digital TV, this time a 71" DLP (died last spring). And because of Blu-ray, and ATSC/cable/satellite had gone HD by then, and football looks so good in HD you never want to see it in SD again, they sold crazy numbers of new televisions. They were now hooked to this 5-7 year upgrade cycle... doesn't take long to love success.
And it kind of looped again; the vast might of the world's brain power this time set to make LCDs not look terrible, since plasma screens had high cost, crazy power requirements, and burn-in, but pretty much everyone was now demanding a TV that hung on the wall like a gigantic picture frame. But there wasn't a Big New Thing to sell you on, other than that hanging on the wall and not sucking thing. Some of it was just price... making LCD panels the size of double-garage doors in one shot, they could make big screen much cheaper... my DLP replacement, a 70" Sony, was just over $2,000 this time. But they figured on 3D as a big hook, since Avatar did so well, and... ok, since Avatar did so well. And, sure, because folks were dumping cash at the movies on 3D films.
Only problem... 3D at home kind of sucked. Particularly the LCD shutter glasses -- they dim the display with low duty cycle, even with that, crosstalk, etc. My latest TV had 3D -- you basically can't get a premium model without it, but it's passive 3D (they rig the LCD polarizer to alternate lines, then use RealD style circular polarizers... sounds like it might be bad, but it's actually an improvement). About as useful as 3D film -- occasionally good, but usually just a distraction. The nice thing about passive, too, is that you can get 2D glasses, which let you view the "3D" video without the 3D effect. But I digress.
4K doesn't have any of the problems of 3D... no need for glasses, primarily. The problem is more along the lines of the problem we've had establishing a followup higher-end digital music format. Ok, today that's Blu-ray, but mostly because Blu-ray just exceeded the other attempts as part of the main stream spec. And the format wars between DVD-Audio and SACD -- both of which required a new player -- were not pretty. But the main problem there was just that most people buying CDs didn't have home stereo systems that did justice to CDs... much less something with twice the resolution. And also, these entered the market just as the digital download revolution was kicking into high gear. The average listener was more concerned with getting all their music in a pocket sized player, even if that meant high compression and relatively lousy sound (but still historically great, compared to AM radio and the typical turntable owned by most folks in decades past).
I have worked in digital video since the early 90s, and HD about as long as one could have. I know "better" when I see it. The 4K Sonys on display at many big box stores, playing 50Mb/s AVC 4K video from a dedicated PVR, these look damn fine. Of course, they're also playing "demo reel" stuff... that's probably going to be the best possible video for that in-store thing. Don't see much fast motion there, or anything else that trips up even a good AVC encoder manned by a good compression engineer. But damn does that look good... from 3-4ft away. But that 65" television is unlikely to offer me much of a practical improvement over my 70" Sony in my media room... I'm sitting 10-12ft from the screen. If I moved the leather motorized reclining theater seats to about 5ft, then sure. Or put in a 100" or some-such TV... I do have the room, though my wife likes the cabinets where they are. I'm a videohead from way back, and when and if 4K really hits, I'll get it. But that's going to take a long time, too... formats needs to be established: video disc (if any... HVEC on Blu-ray and/or BD-XL solves the storage problem), cabling (HDMI 2.0 does the job, but everyone's got to agree.. right now, its a mess of random multiple HDMI cables), etc. Plus, I'll need a 4K camcorder or HDSLR, etc. Lots of cash to spend there, which explains why I got the $2K Sony, not the $7K Sony.
But most people don't have room for a 65" TV, much less a 100" TV. And HDTV didn't start to catch on until broadcasts.. getting 4K over the air, or even over cable/satellite, is going to be a slow and treacherous thing. And unless this catches on, that may never happen. There's some statistic out there that claims something like 30-50% (depending on where you steal that stat) have their HDTV hooked up to an SD source only, and don't even know it. I wouldn't have believed it... after all, the SD->HD difference is even more profound than HD->4K (most 4K is quad-HD, an even 4x improvement, rather than the 6x of SD->HD, and there are also diminishing returns as the resolution increases), but my ex brother-in-law had just that set up, their HD cable box hooked to the brand new 50" HD LED-backed LCD TV, though that single yellow CVBS cable. But the dude though he was watching HDTV (not the reason my sister dumped the guy, but it worked for me).