3D TV the key to Sony’s 2010
Sony has called its forthcoming range of 3D television sets the main thrust of its plans for 2010. The hardware demo comes as the firm plans to partner with Discovery and IMAX on the first full-time 3D TV network.
The firm will release three series of sets with 3D capability this year, with models ranging from 40 to 60 inch screen size. All the sets use a dedicated 3D system which combines a 3D transmitter and special glasses which carry out some of the processing work.
The top-of-the-line series, the Bravia XBR-LX900, comes with the transmitter built-in and two pairs of glasses in the package. The other two ranges (HX800 and HX900) have 3D capability but viewers need to buy the transmitter and glasses separately.
Pricing for the models isn’t available yet. It’s likely many potential buyers will want to know the cost of the glasses first, particularly those with large families. After all, nobody wants to be the parent who has to decide which child isn’t worthy of the extra dimension.
Sony has already been named as part of a consortium aiming to launch the first full-scale 3D television channel. (ESPN is also planning 3D programming as early as the summer, but its station will only be on air when there is a live sport event to cover.)
The key to the partnership is that while all three partners will contribute to providing and acquiring programming, each will take responsibility for part of the behind-the-scenes work. Discovery will take care of the TV side and promote the channel, Sony look after of advert and sponsorship sales, and IMAX will use its know-how in enhancing pictures for 3D broadcasting.
Sony’s chairman Howard Stringer declared that, “We are the only company fully immersed in every part of the 3D value chain”, noting that his firm also manufactures many of the cameras which are currently used for three-dimensional filming.
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