Philips has announced its 3D version of the company's critically acclaimed 21:9 TV – the Philips Cinema 21:9 Platinum Series TV – which boasts a slimline bezel and LED technology.

Talk of the TV town last year was Philip's 21:9 TV, which was noticeable because of its rather odd-looking shape.

Given that 21:9 isn't a ratio normally associated with televisions (but a must for movies) it was a bit of a gamble for Philips to take – but the gamble paid off.

Now Philips has updated the TV for the 3D world, and has shown off the new Philips Cinema 21:9 Platinum Series TV at IFA 2010. It's also bigger (a 58in screen rather than a 56in) than the original 21:9, and benefits from a much more considered design.

The bezel, once rather a thick gloss black affair, has been slimmed down and given a brushed matt finish. The low slung speakers have been hidden away, too – this is a premium product with a premium design to match.

The improvements are, of course, more than skin deep. 2010's 21:9 uses a full array of locally dimmable LEDs to illuminate its panel – the original was a CCFL device. And then there's the big change – this new screen is 3D ready.

Light fantastic

In use, Philips extended R&D seems to have paid dividends. The Direct LED backlight gives 3D images a good level of brightness, something close to the heart of Philips' Danny Tack. "If you don't have light, you can't make a good picture," Tack explained to TechRadar.

Crosstalk, too, is reduced, thanks to the localised dimming of the 21:9's multiple LEDs and the 400Hz panel. The backlight is controlled to only illuminate areas of the picture where the pixels have settled.

Well, that's the theory – during a run through of a Toy Story 3 sequence, crosstalk was still apparent. On the other hand, the combination of the 21:9 ratio screen, four-sided Ambilight and Full HD 3D material proves so captivating that you might not even notice.

No 2D conversion

The second-gen 21:9 will sell for around €4,000, with integrated 3D signal emitter and two pairs of glasses. The latter are made in consultation with Xpand.

Lightweight and reasonably comfortable, they offer a neat touch in that there's no on/off button. Instead, the specs take their cue from the TV. When a 3D signal is active they spring into life, and shut down when the signal stops. This should reduce battery drain on the quoted 270-hour life.

Phlips' 3D screens at present eschew any 2D-3D conversion wizardry, something that is becoming a hot topic, especially with Panasonic's recent announcement that it is introducing conversion to its new US 3D plasmas. Tack knows this could be an issue: "Not to have it is a danger – it's a good tick mark. Next year we will do it, but it has to be good quality," he explains.

UK release date for the 3D Cinema 21:9 is September, with pricing to be around the £3,500 mark.