\starttext
\setupTABLE[r][1][height=1cm,style=bold]
\setupTABLE[c][1][width=1cm,style=normal,orientation=90]
\bTABLE[align={middle,middle},width=4cm,height=4cm,style=\tfd]
\bTR
\bTD[frame=off] \eTD
\bTD Urgent \eTD
\bTD Non-Urgent \eTD
\eTR
\bTR
\bTD Important \eTD
\bTD I \eTD
\bTD[color=red] II \eTD
\eTR
\bTR
\bTD Unimportant \eTD
\bTD III \eTD
\bTD IV \eTD
\eTR
\eTABLE
\stoptext
