Televisual Technology

If a new and an old television have screens of the same area, what is the ratio of their widths?
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Traditional television screens have a width : height ratio of $4 : 3$.

Widescreen televisions have a width : height ratio of $16 : 9$.

If a traditional screen and a widescreen have the same area, what is the ratio of their widths?

If you liked this problem, here is an NRICH task which challenges you to use similar mathematical ideas.