Hi-tech giants eye up bigger 3D sales with no-specs TVs

12 April 2012

Viewers will be able to watch 3D TV without glasses using a revolutionary new technology.

Versions by both Sony and Toshiba were displayed at the Consumer Electronics Show in Las Vegas.

Sony said its new TVs are still in development but hopes they will eventually boost consumer demand for 3D sets.

3D glasses, which cost more than £100, have been criticised by consumers for being too expensive, cumbersome and uncomfortable.

"We know people complain about wearing them," said Sony boss Sir Howard Stringer.

His firm refuses to reveal the technology behind its prototypes, which can be viewed at full effect from any angle, or say when they will go on sale.

But technology analyst Rob Enderle said: "Toshiba's glasses-free technology uses a special lens that angles left and right images to each eye, similar to 3D printed photographs of years ago."

Experts say abandoning glasses is key to boosting disappointing sales.

"Glasses-free 3D is the only way these TVs will ever become mainstream," said Will Findlater, editor of Stuff magazine.

"To make people wear glasses every time they want to watch TV is simply ludicrous and most aren't willing to do it at home."

He also predicted the first glasses-free sets will be far more expensive than current 3D models and added that broadcasters have so far failed to make enough films and programmes in 3D.

This really adds a new dimension

Commentary
Mark Prigg

3D has long been touted as the next big thing in television, but when the first sets went on sale last year consumers seemed less than impressed.

Part of the problem has been a lack of films, but many potential customers have also been put off by the cumbersome and expensive glasses. By creating a set that doesn't need them, Sony may have found a way to make 3D TVs attractive to the average consumer.

Seeing Sony's glassless 3D is disconcerting at first — it almost seems too good to be true when the images pop out at you. On a 56-inch screen, the effect is definitely on a par with TVs that use glasses.

Crucially, the 3D effect can be seen even if you're not facing the screen straight on. Not wearing glasses is also far more comfortable, and watching long films is definitely more enjoyable without them.

While it will take a few years for the technology to reach the living room, and to become affordable, Sony and the others developing this technology may have found a way to make it usable every day — now we just need more programme makers to create the 3D content to watch.

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