Sony showcased its latest television range in London today, but told TechRadar that it is not going to start major publicity on 3D until the UK market is ready.
Speaking to TechRadar, Christian Brown, Senior Category Marketing Manager Home Entertainment for Sony, explained the company's stance on 3D noting: "Our big push for 3D will be in June.
"We are doing it then because that is when the 3D content will be in the market, so we are not going to do a major push on something that isn't currently here."
3D content creation
Sony has two ranges of TVs which will be 3D Ready - the LX and HX series, both of which will be out in the UK in June. It is only the LX which is 3D enabled, however, with the HX able to process 3D content but only with the addition of a £50 transmitter add-on.
Sony isn't fazed that some of its biggest rivals – including Samsung and Panasonic – are flooding the shops with 3D Ready TVs before the company, with Brown explaining that Sony is well prepared to offer the best 3D experience.
"Sony really wants to be the leader on 3D. The fact that we create the content and also bring it to the home is massive for us.
"Things like the Fifa World Cup will be filmed in 3D, with our technology, and we have the rights to this. In fact 3D crosses all of Sony's product ranges, except for Sony Ericsson."
As for who will be leading the 3D when it comes to content, Brown believes that it will be videogames. But this will only lead to wider appeal.
"We are very much pitching 3D at the mass market," says Brown.
"Because of this, the focus [for Sony] is on the benefits 3D brings, instead of the technology.
"It's about educating and inspiring people with 3D."
Your comments (6) Click to add a new comment
tech89
March 13th 2010
6. 3D gives me the headaches. I don't suppose Sony is willing to offer a steady supply of aspirin for the remainder of the time I would spend watching 3D?
2D in High Clarity will be fine.
In most ways 3D is just a technical enhancement and most content will not be seen as improved in 3D.
Things for 3D to be improved:
1) Clarity of 3D needs a big improvement to give a truer 3D picture.
2) Find a technological way to reduce headaches.
3) Find a way to do 3D with out glasses that works well (glasses are not needed on some 3D TVs but then picture quality goes down a bit).
4) Put in some feature that convinces me to invest in it. I'm CRT TV owner still (if it ain't broke it doesn't need replacing) and will soon be moving onto HDTV. I'm not even considering Blu-ray yet, so 3DTV has got a while to wait until I consider it.
I'm amused Sony thinks the right time to market 3DTV is in June. The time to market would be 2011. Everything 3D is too primitive at the moment.
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rimscar
March 10th 2010
5. @ripsnorter---i did the deed a few weeks back, got rid of my thomson scenium 44inch rear projector that we had for 8 years(or BIGGGGG! Tv as we called it :) ), and bought a Panny g10 46 inch, +blu ray recorder and surround sound. Then watched Star Trek....
Think i actually got a bit of man wood in the police bike scene at the beginning--i actually "felt" it go over and behind me!!
So the whole kit experience playing a BD is quite something, but i can't see me rueing my purchase for some time to come, possibly as long as the scenium.
And as mrstillwater said they really need to ramp up the bd production, not the 3D.
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mrstillwater
March 10th 2010
4. Yep, can't wait for this fad to pass - they should concentrate on promoting HD/blu-ray a bit more.
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ripsnorter
March 10th 2010
3. Right with you, rimscar. And as someone who is now in the market for a new, large and lovely flatscreen TV, I have no interest in 3D whatsoever (tried it at the fleapit, didn't like it) but have the sneaking suspicion I will now be paying more than I have to for a feature or ability to take a bolt-on I neither need nor want.
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ejstyles
March 10th 2010
2. Wow. This is an entirely different Sony from the release of the PlayStation 3 and "the next-gen doesn't start until WE say so". When manufacturers work out how to get this going without buying glasses for all my family and friends who pop by, then 3D MAY not be a completely needless technological development.
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rimscar
March 10th 2010
1. Flash. In. The. Pan.....
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