Sony Forges Ahead with 3-D Global Launch by 2010

The Financial Times reports that Sir Howard Stringer, Sony chief executive, will announce plans at the IFA technology fair in Berlin this week to sell 3-D-compatible Bravia television sets by the end of 2010, and also 3-D Vaio laptop computers, PS3 consoles and Blu-ray Disc players. In turn, the Blu-ray Disc Association (BDA) reminded today that it is still working on a uniform specification to ensure consistent delivery of 3-D content across the Blu-ray Disc platform.

Stringer is expected to tell the audience: "Today, 3-D is clearly on its way to the mass market through technology, distribution and content. As with high definition a few years back, there are a variety of issues yet to be addressed. But the 3-D train is on the track, and we at Sony are ready to drive it home."

The BDA has explained that it is examining "a number of criteria". At a minimum, the specification will require delivery of 1080p resolution to each eye and backward compatibility for both discs and players, meaning that 3-D discs will also include a 2-D version of the film that can be viewed on existing 2-D players and 3-D players will enable consumers to playback their existing libraries of 2-D content.

There are several types of 3-D technology. Sony has opted for "active shutter" technology, using electronic glasses containing tiny shutters that open and close rapidly in synch with the television image to create a 3-D impression. On the other hand, Cinema 3-D uses "polarisation" technology with simpler glasses. However, this only works when viewers are at a certain angle to the screen, making it less suited to home viewing.

Sony has given no indication of prices, but analysts expect early 3-D TVs to cost several thousand dollars.

In cinemas, uptake of 3-D has grown ninefold over three years, with 7,000 digital 3-D screens expected to be in use worldwide by the end of 2009.

"Consumer adoption of Blu-ray continues to grow at a very steady pace," said Bob Chapek, President, Walt Disney Studios Home Entertainment. "The 3-D theatrical market has been very successful this year. We are just now seeing all of the true capabilities of 3-D and with Blu-ray Disc`s superior technical characteristics, as well as the broad industry support of the format, it makes it the ideal packaged media platform for 3-D home entertainment."