Samsung Brings the Red Carpet in 3D

Samsung Electronics America Inc., a market leader and award-winning innovator in consumer electronics, today announced it will bring the first ever view of Hollywood’s red carpet arrivals live in 3D to guests at an invitation only viewing event at the Four Seasons Hotel Los Angeles at Beverly Hills on Sunday, March 7, 2010. The exclusive event will feature a special closed circuit 3D feed from KABC-TV’s ‘On the Red Carpet’ live local pre-show that will be seen on Samsung award-winning 3D LED TVs.

“We are thrilled to be the first to bring the wonder of 3D to Hollywood’s biggest night of the year,” said Peggy Ang, vice president of marketing at Samsung Electronics America. “Samsung recognizes that strong content remains critical to the adoption of 3D technologies and this represents a taste of the new dimension of home entertainment that we’ll soon deliver.”

The centerpiece of the event will be Samsung’s 3D LED TVs, featuring a first-of-its-kind built-in 3D processor for an unbelievable, immersive viewing experience. The event is an industry first-of-its-kind. It is also Samsung’s first 3D viewing party since it unveiled its complete 3D home entertainment solution as part of the world’s largest 3D-capable product line-up at the Consumer Electronics Show (CES) in January. Samsung’s completed 3D experience will be available in the first half of 2010.

About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co., Ltd., markets a broad range of award-winning, digital consumer electronics and home appliance products, including HDTVs, home theater systems, MP3 players, digital imaging products, refrigerators and washing machines. A recognized innovation leader in consumer electronics design and technology, Samsung is the HDTV market leader in the U.S. Please visit www.samsung.com for more information.

Samsung Celebrates its Worldwide Availability of Full HD 3D LED TVs

Samsung Electronics Co., Ltd., the award-winning innovator in consumer electronics, today celebrated the worldwide availability of the first-ever Full HD 3D LED TVs with a one-of-a-kind special performance by The Black Eyed Peas in Times Square. “Avatar” director James Cameron, who has been a crucial driver in furthering the development of 3D content, also joined today’s celebration. In addition, Samsung also announced footage from The Black Eyed Peas’ hugely popular The E.N.D. World Tour will be exclusively available in 3D for Samsung customers.

Samsung Electronics 3D LED TV global launch celebration in Times Square was filmed in 3D by James Cameron and Vince Pace’s production company Cameron/Pace, and streamed live via Dipdive.com, the popular lifestyle engine for music, arts, action and more. The Times Square surprise performance by The Black Eyed Peas kicked off Samsung Electronics’ global campaign to raise awareness for its 3D TV technology leadership, which also includes worldwide launch events and a global television advertising campaign. The Black Eyed Peas 3D footage joins the growing range of 3D content, including the most successful animated film franchise of all time — DreamWorks Animation SKG, Inc.’s (NASDAQ: DWA) “Shrek” film series — which Samsung will make available in 3D Blu-ray for the first time ever.

Together, these leaders in each of their respective industries showcase a commitment by consumer electronics, music and content organizations to bring the 3D TV vision to life in consumer homes everywhere. It also symbolizes the beginning of a new era of home entertainment.

“Last year Samsung created a new category in home entertainment by bringing LED TVs to the market, and now we are adding a new dimension to the category by adding 3D LED TVs,” said Boo-Keun Yoon, President of Visual Display Business Unit at Samsung Electronics. “3D is more than just a groundbreaking technology — it’s the future of television, and we are committed to bringing this total viewing experience to consumers everywhere with the best picture quality in 3D content possible.”

“We are excited to help launch the Samsung 3D LED TVs and give our BEP fans exclusive access to the performance not only via Dipdive.com, but through the 3D experience,” said will.i.am of The Black Eyed Peas.

Television Entertainment Arrives in Samsung 3D
Samsung’s 2010 3D TV lineup includes the LED 7000/8000/9000 Series, LCD 750 Series, and the Plasma 7000/8000 Series. Available this month are the 3D capable 46″ and 55″ LED C7000, followed by the remaining 3D TVs in coming months.

Samsung is also partnering with the world’s top entertainment brands to deliver content that showcases the LED TVs’ 3D picture quality with incredible depth and perfect clarity. The company recently joined forces with DreamWorks Animation to accelerate the worldwide deployment of in-home 3D to mainstream consumers, which includes a first-time feature-length, 3D Blu-ray version of DreamWorks Animation’s 2009 release, “Monsters vs. Aliens.”

In addition, Samsung and DreamWorks Animation announced earlier this week an expansion of their strategic alliance to feature an exclusive offering of the Company’s beloved “Shrek” film series — which to date has grossed over $2 billion in worldwide box office — in its entirety in 3D for the first time ever.

Marketing in a New Dimension
Samsung is waging a multi-dimensional marketing campaign to create greater awareness worldwide, and to communicate the experience of 3D in a variety of ways, including television commercials displayed on two-dimensional TVs.

The effort starts with the global phenomenon The Black Eyed Peas, which includes producing 3D concert footage from their The E.N.D. World Tour to be displayed at retail and be used in bundled 3D Blu-ray promotions with Samsung 3D LED TVs later this year. Samsung also deployed B-Boy dancers throughout New York City today to highlight the liberation of TV from 2D to 3D, and is aggressively utilizing print and out-of-home advertising, as well as an in-depth social media campaign.

Samsung also today revealed its 3D Cube, a mega screen display composed of 36 55″ LED 7000 Series 3D LED TVs outside The Samsung Experience in New York City. This is one of several 3D Cubes created by the company to build awareness for Full HD 3D LED TV around the world.

At the centerpiece of the campaign is a global TV commercial filmed by renowned director Sam Brown, that translates the immersion of 3D on a 2D TV screen. The commercial was shot in Buenos Aires and Iguazu Falls in Argentina, requiring 10 days of filming and a large scale production.

The ads will begin running in late March on every continent except Antarctica.

2010 3DTV Forecast Report

The Infoshop by Global Information would like to present a new market research report, “2010 3DTV Forecast Report: A Comprehensive Worldwide Forecast of 3D Television Unit Sales by Region and Technology” by Insight Media.

All of the main components for a 3DTV infrastructure and consumer service are either in place or about to be very soon. There will be considerable excitement surround 3D and the use of this content on home TVs in the year 2010. Many TV brands have announced their product lines, which included almost 20 3DTV models for 2010. Moreover, major content creators (e.g. DirecTV, ESPN, and Discovery) have revealed plans to roll out 3D channels and services in 2010 and 2011. Meanwhile, cable operators are also competitively evaluating the roll out of services for 2010 as 3D movies continue to be a major hit in theaters.

This report should interest individuals in business, investment, and product planning. Insight Media’s report provides a regional forecast of 3DTV market for seven global regions. Additionally, the report also includes a breakdown by the range of 3D technologies that can be or will be used for 3DTVs. Some highlights of this report include: total available market; penetration models; market development analysis lists assumptions by year; technology specific price-performance-competitive analysis; consumer expectations analysis; regional and distribution factors; and final forecasts.

Panasonic Develops 50 Inch HD 3D Compatible Plasma Display

Panasonic Corporation, a leader in high definition TV technology, has developed a 50-inch Full HD 3D compatible plasma display panel (PDP) and high-precision active shutter glasses that enable the viewing of theater-quality, true-to-life 3D images in the living rooms. Aiming to bring Full HD 3D TVs to the market in 2010, the company steps up its efforts in developing the related technology. Prototype Full HD 3D TV and glasses will be displayed at CEATEC JAPAN 2009 to be held from October 6 to 10 at Makuhari Messe in Chiba City, east of Tokyo.

The new PDP and glasses evolved from Panasonic’s world-first Full HD 3D Plasma Home Theater System1 that was developed in 2008 and comprised of a 103-inch PDP and a Blu-ray Disc player. The prototype PDP has a 50-inch screen, which is expected to become the most popular size for home theaters.

This 50-inch PDP uses Panasonic’s newly-developed high-speed 3D drive technology that enables rapid illumination of pixels while maintaining brightness. The panel also incorporates a crosstalk reduction technology allowing for minimizing double-image (ghosting) that occurs when left- and right-eye images are alternately displayed. PDPs have excellent video response with full moving picture resolution2. The new panel offers even improved performance, achieving clear, high-quality and high-resolution images in 3D. The high-precision active shutter glasses incorporate Panasonic’s technology that precisely controls the active shutters with the left- and right-eye images shown on the PDP.

these technologies work in tandem with each other to create Full HD 3D images that deliver an immersive, movie-theater-like experience in which the viewers can feel as if they were part of the scene. They represent Panasonic’s concept of 3D products: “Bringing the movie theater experience into the living rooms.”

Panasonic has been working to develop its original Full HD 3D technology3 to create synergy between PDPs, which excel in moving picture resolution and color reproduction, and Blu-ray Disc players, which are able to faithfully reproduce high quality Hollywood 3D movies. Panasonic continues to work on developing 3D products to allow its customers to enjoy the immersive 3D world in their living rooms, targeting to launch the products in Japan, Europe, and the U.S. in 2010. (Subject to approval of the 3D Expanded Standard4.)

Sony Plans on Selling 3D Televisions Globally

Sony is announcing that it plans to sell 3D televisions globally. 3D industry has so far focused mainly on cinemas. British Sky Broadcasting has said it would introduce a 3D satellite channel in the UK next year, but it had been unclear whether there would be equipment available to view it on. Since Sony has decided to throw its weight behind the technology, 3D will definitely get a more faster growth and wider application.

Speaking at the IFA technology trade show in Berlin, Sir Howard Stringer, Sony chief executive, will announce plans not only to sell 3D Bravia television sets, but to make Sony’s Vaio laptop computers, PlayStation3 games consoles and Blu-Ray disc players compatible with the technology.

3D TV Arriving Get a Cinema in Your Home!

There are several types of 3D 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 3D impression.

Mr Stringer is expected to tell the audience: “Today, 3D 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 3D train is on the track, and we at Sony are ready to drive it home.”

Yes, the 3D technology is not mature yet. There hasn’t been an offcial 3D standard in the consumer electronics industry. This would pose the risk of a format war akin to that between VHS and Betamax or the Blu-Ray and HD-DVD standards.

Whatever, the 3D technology would hit the home consumer market next year. By that time, we can get a cinema in our house!

World’s Largest HD Plasma TV – 152 Inch

Panasonic Corporation, a world leader in the HDTV technology, has developed the world’s largest1) 152-inch 4K x 2K definition Full HD 3D plasma display. The display features a revolutionary new plasma display panel (PDP) Panasonic developed with its new super-efficient quadruple luminous efficiency technology2). The technology enhances PDP’s unique advantages as self-illuminating device, contributing to delivering an overwhelming immersive experience to viewers. The Panasonic 152-inch Full HD 3D PDP creates a true Full HD 3D world by faithfully reproducing 3D content such as Hollywood 3D movie titles11).

Self-illuminating plasma panels offer excellent response to moving images with full movition picture resolution3), making them suitable for rapid 3D image display. By employing the newly-developed ultra high-speed 3D drive technology, which adopts the super-efficient quadruple luminous efficiency technology, the new panel achieves a higher illuminating speed, about one fourth the speed of conventional Full HD panels4). This technology enables high-quality Full HD 3D display on the ultra large 152-inch 4K x 2K (4,096 x 2,160 pixels) panel.

The panel also incorporates a crosstalk reduction technology, essential for producing clear 3D images. Compared to other display technologies that use line-at-a-time driving method5), PDPs use frame-at-a-time driving method6) that gives PDP TVs an advantage in crosstalk reduction in principle. Panasonic has successfully developed a unique technology to minimize double-image that occurs when left- and right-eye images are switched alternately. The development has resulted in the 3D compatible plasma display that can render clear and smooth high-quality pictures by accurately reproducing video sources.

The ultra-large 152-inch Full HD 3D PDP, which delivers true 3D movie-theater experience, follows the development of the industry’s first 103-inch Class size Full HD 3D PDP Panasonic introduced in 20087) and the home theater size 50-inch Class Full HD 3D PDP in 20098).

This year, which is really the first year of 3D Television, 3D TVs are expected to accelerate the growth of the flat-panel television market by providing new values to customers.

Television has evolved over the years through technological innovations. It started as a device to produce images to be simply watched and then it became a tool when connectivity with other AV devices is added. Now, with the 3D technology, it has developed into a device that delivers an immersive viewing experience, moving into literally an era of “next dimension.”

Panasonic launches its first Full HD 3D TVs in 2010 with PDP technology, which is highly suitable for 3D TVs, to offer the utmost picture quality. Panasonic’s new 3D TVs will deliver a true full HD 3D quality to create new and exciting television experiences.

Because 3D plasma displays can reproduce highly realistic images, they are considered ideal not only for home theater use but also for a wide variety of uses such as business, medical, education and commercial applications.

Panasonic will make the First Year of 3D Television as a springboard to boost its popularity, capitalizing on the company’s ability to offer complete end-to-end solutions from professional 3D camcorders and Blu-ray Disc authoring service to consumer use 3D TVs and displays and 3D-enabled Blu-ray Disc players.

Furthermore, Panasonic strives to accelerate the spread of 3D products and drive growth in the the flat-panel television market, focusing on the development of a 3D infrastructure including 3D content through increased cooperation with Hollywood studios and broadcasters. The company hopes to contribute to the enhancement of 3D related business and the development of a new industry, which may be called 3D economic system that can be brought about through interactions among the related businesses.

Using the super-efficient quadruple luminous efficiency technology, Panasonic developed 3D ultra high-speed drive technology. Compared to the conventional full HD panels4), the technology allows the new panel to achieve the same brilliance at about one-fourth speed. The new 152-inch panel also uses a new technology that enables even and stable discharge. Thanks to this discharge technology, the new panel can provide full HD images for left and right eyes formed with twice the volume of information as regular full HD images across the vast expanse of the screen equivalent to nine 50-inch panels with super high resolution (4,096 x 2,160) – four times the full HD (1,920 x 1,080) specification – while maintaining the brightness.

The new advanced PDP delivers high-quality 3D images, with virtually infinite 5,000,000:19 contrast ratio, accurate color reproduction and subtle gradation tones, on the ultra-large screen. With characters in the screen approach the viewers in life size, the new panel creates an overwhelmingly immersive experience.

Because displaying 3D images involves alternate displays of left- and right-eye images, reducing the overlap (cross-talk) between these images is essential for high-quality 3D images. Unlike 3D LCD panels that use line by line scanning method, PDPs use frame-sequential method that displays images frame by frame very quickly, giving PDPs a tremendous advantage in crosstalk reduction. Incorporating newly-developed phosphors with short luminescence decay time – one third the time of conventional phosphors4) – as well as illumination control technology, the cross-talk reduction technology has succeeded in minimizing double images.

Enhancing the video reproduction capability of PDP, which has full moving picture resolution, the technology enables crisp and clear, high-quality 3D images by faithfully reproducing video sources.

To reproduce 3D images, the new PDP uses the full HD x 2 frame10) sequential method that displays time sequential images, alternately reproducing discrete full HD (1920 x 1080 pixels) images for the left and right eyes on the display frame by frame. By adopting the method which is used in showing Hollywood 3D films in theaters, the new panel accurately reproduces high-quality 3D images in the living room.

3D Display Revenues Forecast to Reach $22B by 2018; 3D-Ready TV Shipments to Reach 64M Units

In its recently released 3D Display Technology and Market Forecast Report, DisplaySearch forecasts that the total stereoscopic 3D display market will grow from 0.7 million units and $902 million in revenues in 2008 to 196 million units and $22 billion in revenues in 2018, a compound annual growth rate (CAGR) of 38% for revenues and 75% for units.

3D displays are taking off with consumers due to increasing availability of 3D content. In addition, 3D standardization has also been addressed or is being evaluated in several 3D organizations.

In its recently released 3D Display Technology and Market Forecast Report, DisplaySearch forecasts that the total stereoscopic 3D display market will grow from 0.7 million units and $902 million in revenues in 2008 to 196 million units and $22 billion in revenues in 2018, a compound annual growth rate (CAGR) of 38% for revenues and 75% for units.

Figure 1: 3D Display Forecast, Source: 3D Display Technology and Market Forecast ReportThe market for 3D displays—which is encouraged by the recent success of 3D cinema—is forecast to take off in 2010, providing a welcome boost to the electronics industry. “3D displays are taking off with consumers due to increasing availability of 3D content. In addition, 3D standardization has also been addressed or is being evaluated in several 3D organizations,” noted Jennifer Colegrove, Director of Display Technologies at DisplaySearch. “A number of manufacturers of consumer electronics devices, including TVs, monitors, notebooks, Blu-ray disc players, and digital cameras/camcorders/photo frames have aggressively promoted 3D in the home. In addition to consumer use of 3D displays, the technology has also been used for many professional applications and advertisement/public displays.”

DisplaySearch forecasts 3D-ready TVs will grow from 0.2 million units in 2009 to 64 million units in 2018. 3D-ready TV will be the largest application in terms of revenue in 2018 with $17 billion (Figure 1).

Additional findings from the DisplaySearch 3D Display Technology and Market Forecast Report:

3D-ready monitors will grow from 40K units (0.02% penetration) in 2009 to 10 million (3.6% penetration) in 2018.
3D notebook PCs are forecast to grow from 66K units (0.04% penetration) in 2009 to 17.7 million (3.2% penetration) in 2018.
Mobile phones will be the largest 3D display application on a unit shipment basis in 2018, with 71 million units with 3D capability.
The largest screen size category for 3D display shipments will be 1-4.x”, due to demand from mobile phone and digital camera/camcorder applications. The second largest size range will be 40-49”, due to TV, public display and 40+ monitor applications.

LCD will be the primary display technology used for 3D displays, as a result of its wide range of display applications ranging from small mobile phones to large public displays and TVs.

Eyewear will be necessary for most 3D applications for many years to come, due to the limitations of auto-stereoscopic (no glasses) technologies.

DisplaySearch forecasts there will be more than 7,000 new 3D cinema screens installed in 2010 and an additional 9,000 in 2011.

The DisplaySearch 3D Display Technology and Market Forecast Report is a comprehensive analysis of the stereoscopic 3D display technologies and their market forecasts through 2018. The report profiles about 150 3D display-related companies, with a breakdown by technology for 3D display and supply chain. 3D image creation and processing, human factors, content delivery and standardization are also discussed in the report. The Excel database provides a pivot table with market forecasts for units, revenues and ASPs, by nine size breakdowns, and ten applications: TV, mobile phone, digital camera/camcorder, digital photo frame, head-mounted display, notebook PC, monitor (<39.x”), 40+” monitor, public display, cinema and other applications.

The report analyzes over a dozen 3D display technologies, focusing on six categories in the market forecast: passive glasses with one panel, passive glasses with two panels, active glasses, no glasses (auto-stereoscopic), head-mounted display and holographic/volume. The report also covers touch screens for 3D displays. For more information on this report, please contact Charles Camaroto at 1.888.436.7673 or 1.516.625.2452, or contact@displaysearch.com or contact your regional DisplaySearch office in China, Japan, Korea or Taiwan.

The DisplaySearch 12th Annual USFPD Conference, called “Laying the Foundations for the Next Wave of Growth: Energy Efficient & Low Cost Alternatives Lead the Way” will be held March 2-3, 2010 at the Hilton San Diego Resort in San Diego, California. The event will focus on all major and emerging flat panel display applications, as well as key components and materials related to the supply chain. To view the agenda and register, visit www.displaysearch.com/usfpd. Register by January 25, 2010 to receive the early bird discount and save $400! Media interested in attending the USFPD Conference should contact Stacey Voorhees-Harmon at stacey(at)savvypublicrelations(dot)net or call +1.925.336.9592.

About DisplaySearch
Since 1996, DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the $770 billion display supply chain, as well as the emerging photovoltaic/solar cell industries. DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge and resources. In collaboration with the NPD Group, its parent company, DisplaySearch uniquely offers a true, end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at www.displaysearch.com. Read our blog at www.displaysearchblog.com and follow us on Twitter at @DisplaySearch.

Sony Heralds Era of 3D Entertainment in 2010

Consumers will be able to enjoy 3D with “BRAVIA” LCD TVs, “Blu-ray Disc” Products, “VAIO”, Digital Still Cameras and PlayStation®3

Sony today announced plans to accelerate initiatives to deliver an array of 3D entertainment to the home in 2010, leveraging all its diverse business assets to create a 3D world encompassing electronics and games to movie content.

Sony also showcased the first of its ground-breaking line up of 3D entertainment products for the home at a press conference in Dubai.

Addressing the media, Hiroyasu Sugiyama, General Manager, 3D Strategy Office, Sony Corporation, Japan, said: “Today, we have brought the latest 3D experience for you to enjoy. For Sony, 3D is strategically very important, and we are committed to lead the 3D industry.

“In the 3D space, Sony is very uniquely positioned compared to other consumer electronics makers because we are not only going to sell 3D compatible consumer hardware but also ensure there is affluent variety of 3D content that consumers can enjoy.”

Sony is introducing the following 3D compatible consumer electronics products within this year, enabling users to enjoy an array of immersive 3D content in the home:

3D compatible “BRAVIA” LCD TVs, “Blu-ray 3D™” compatible Blu-ray Disc?players, and “Blu-ray 3D” compatible home theatre systems. 3D compatible VAIO PCs and 3D compatible digital still cameras.

For PlayStation®3, the global installed base of which is approximately 30 million units with more than half a million units in the Middle East, Sony will provide firmware updates making PlayStation®3 units compatible with 3D stereoscopic games. And with a separate firmware update, they will also become compatible with “Blu-ray 3D” discs.

In the Middle East, cable television service providers such as E-vision, ORBIT SHOWTIME and broadcasters such as Al Jazeera are upgrading their bouquet to provide the latest in entertainment technology and are in active discussion with companies to bring 3D to Middle Eastern homes in 2010.

Speaking at the press conference, Osamu Miura, Managing Director, Sony Gulf, said: “Clearly, 3D has already captured the imagination of filmmakers, content creators and broadcasters. Sony is moving to bring that magic directly into consumers’ homes with movies, games, and sporting events, all in 3D, in 2010.

“Today, 3D is the next generation of home entertainment and, with our technological leadership, we stand at the forefront of 3D technology.”

Sony’s range of professional 3D products is also driving the growth of 3D production and distribution across a range of entertainment industries, from theatre and music performances to sport and beyond.

Andy Hotten, Senior Product Manager, Sony Professional Solutions, Europe, said: “At Sony, we not only have the products to bring 3D to the home we also have a complete line up of professional products suitable for production of high quality 3D content for both movie makers and broadcasters. We are hence able to offer a complete Sony solution from the lens to the living room.”

Humaid Rashid Sahoo, CEO of E-Vision, said: “3D broadcasting and 3D television sets will form the next new standard in the world of home entertainment. As specialists in television broadcasting, our network has the ability to provide 3D broadcasting service, which we will launch in a timely manner, depending on the readiness of the market and the availability of appropriate content.

“E-Vision has always taken the initiative to launch the latest TV broadcasting technology in the UAE, and undoubtedly the greatest credit for our success is due to our clients who have come to expect the best from us.”

Sony is uniquely positioned to deliver compelling content that enhances the 3D experience. In addition to PlayStation®3 games in 3D, Sony will film major sporting events in 3D (e.g. FIFA World Cup 2010, Sony Open in Hawaii, a golf tournament organized by the PGA Tour) that will be made available to consumers through various channels.

Last but not least, the availability of “Blu-ray 3D” compatible players will herald the arrival of many new 3D films on high definition “Blu-ray 3D™” discs, coinciding with the launch of 3D compatible “BRAVIA” TVs later this year.

3D TV Moves Into Focus

Work underway at ITU sets out roadmap for highly advanced new broadcasting systems that mimic real-life visual experience

Television viewers could soon be enjoying their favourite programmes or feature films in ‘stereoscopic 3D’, thanks to ground-breaking work being undertaken at ITU.

Study Group 6 of ITU’s Radiocommunication Sector (ITU-R) has released a new Report outlining a roadmap for future 3D TV implementation, which envisages systems so smart they accurately mimic the way our eyes and brains perceive the visual world.

The new roadmap would see 3D TV technology rolled out in three successive generations (technically known as profiles).

The first generation — ‘plano-stereoscopic television’ — calls for two views to be delivered to viewers’ TV sets. Wearing special glasses similar to those used to watch 3D cinema, viewers will be able to see depth in the picture, although the view will remain the same when they move their heads (in real life, our view changes when we move our heads).

The second generation will provide for multiple views, with head movement changing the view, for a viewing experience that more closely mimics real life.

The third generation will feature systems that record the amplitude, frequency, and phase of light waves, to reproduce almost completely human beings’ natural viewing environment. These kinds of highly advanced systems are technically some 15-20 years away.

“This new ITU report establishes a clear framework for the development of new types of systems that will totally change the way we experience broadcast and multimedia content,” said Valery Timofeev, Director of ITU’s Radiocommunication Bureau. “It maps out an exciting vision that won’t just change the look of entertainment, but open up a whole range of exciting new possibilities in sectors from education and healthcare to traffic management.”

New 3D TV technologies being developed under the auspices of ITU will also have major implications for the film and television production sector, as content will need to be filmed using special new equipment in order for viewers to enjoy the full 3D experience.

Christoph Dosch, Chairman of ITU-R Study Group 6 said: “This is an important step forward on the road to globally-agreed ITU Recommendations on 3D TV. I’m optimistic that we’ll make further advances at our next meeting in April 2010.”

DirecTV Getting Into 3D

DIRECTV, Inc., the world’s most popular television service, and Panasonic, a world leader in HDTV and digital electronics, announced today a strategic relationship that, for the first time, will bring 3D TV, the next frontier of television entertainment, to the largest audience nationwide. Beginning in June 2010, millions of DIRECTV HD customers will receive a free software upgrade enabling them to have access to three dedicated 3D channels through their 3D television sets, such as Panasonic’s VIERA Full HD 3D TVs.

Panasonic will be the exclusive presenting sponsor of DIRECTV’s new HD 3D channels, which will deliver movies, sports and entertainment content from some of the world’s most renowned 3D producers. DIRECTV and Panasonic will leverage current relationships with programming partners and movie studios to obtain new and existing 3D content. DIRECTV is currently working with AEG/AEG Digital Media, CBS, Fox Sports/FSN, Golden Boy Promotions, HDNet, MTV, NBC Universal and Turner Broadcasting System, Inc., to develop additional 3D programming that will debut in 2010-2011. The sponsorship will feature Panasonic branding on all DIRECTV 3D channels for a one-year period.

“We led the way with HD and we are excited to do the same with 3D,” said Eric Shanks, executive vice president, DIRECTV Entertainment. “Adding the most HD channels to our lineup gave customers a viewing experience that was incredibly lifelike; adding 3D to the mix will take that one step further allowing them to become part of the cast as the picture comes to life in their living rooms. We are taking a technology that at one time could only be seen in a theater and bringing it into the living rooms of the largest audience in the United States. By partnering with Panasonic, we are bringing together two industry leaders to deliver the most advanced television technology available today and together we are continuing to set the standard for the best television viewing experience available.”

“Panasonic has been developing 3D standards for television for several years, and we believe it represents a fundamentally new experience in home entertainment because it adds the immersive nature of real life,” said Yoshi Yamada, chairman & CEO of Panasonic Corporation of North America. “Our relationship with DIRECTV is a core component of our ‘end-to-end’ strategy of building out an entire 3D entertainment ecosystem. From leading the development of the Full HD 3D standard for Blu-ray Disc to launching Full HD 3D stereoscopic prosumer camcorders; to now supporting broadcast of 3D content by DIRECTV; to introducing a broad line of Full HD 3D VIERA televisions and a Full HD 3D Blu-ray player in 2010; our commitment to 3D is unquestioned in the industry.”

At launch, the new DIRECTV HD 3D programming platform, powered by Panasonic, will offer a 24/7 3D pay per view channel focused on movies, documentaries and other programming, a 24/7 3D DIRECTV on Demand channel and a free 3D sampler demo channel featuring event programming such as sports, music and other content.

In addition, Panasonic is working to make available 3D production tools, such as Full HD 3D camcorders, professional monitors and related production technology assistance.

Panasonic will showcase its suite of Full HD 3D VIERA televisions and home theater system products tuned to a dedicated DIRECTV 3D channel with exclusive content from the motion picture, “AVATAR” and other sports, entertainment, documentary and music footage at its booth (Las Vegas Convention Center, Central Hall, #9405) at the 2010 Consumer Electronics Show in Las Vegas.

« Previous Page — Next Page »