Possible Bad News for 3D TV
Avatar’s Blu-ray success may be bad news for 3D TV, you decide. Are consumers really going to shell out more money for the 3D version of Avatar when it becomes available? Let’s have a closer look at what PCWorld had to say about it.
Hollywood moviemakers and TV manufacturers should file this item under Good News/Bad News. First, the good: The blockbuster movie Avatar is apparently a blockbuster on Blu-ray as well. Released just yesterday in stores–Earth Day, in case you missed the symbolism–Avatar racked up record sales of 1.5 million copies in the Blu-ray format. According to the Hollywood Reporter, an early industry estimate places overall disc sales (DVD and Blu-ray) of Avatar somewhere north of 4 million.
And while Avatar director James Cameron and Fox Home Entertainment, which released the disc, are no doubt popping champagne corks today, there may be a downside to the movie’s record-breaking disc sales–at least for TV makers. You see, the initial Blu-ray release of Avatar isn’t in 3D, but in plain old two dimensions. The millions of buyers who’ve already snapped up Avatar discs are aware of this, naturally, and there’s a good chance they’re drawn more by film’s action, characters, and plot than by the (admittedly cool) visually gimmickry of 3D. Fans who want Avatar 3D on Blu-ray will have to wait until early next year, according to Fox.
3D @ Home
Now the potential bad news: Since Avatar is a smashing success in Blu-ray 2D, does this mean that consumers are blasé about 3D entertainment in the home? After all, content drives adoption of new consumer technologies, at least most of the time. If shoppers are snapping up Avatar discs now, it is quite possible they’ll pass on the 3D version–well, aside from a relatively small number of home theater buffs who want to recreate a theatrical experience.
To be fair, 3D TVs are new and expensive, and few consumers own one today. But wouldn’t Avatar, not only the highest-grossing film of all time, but also one that’s integrally linked with 3D entertainment, be the killer app (or killer disc, in this case) that spurs people to drop big bucks on a 3D-ready HDTV, a 3D Blu-Ray player, and at least two (and likely more) pairs of 3D glasses?
I’m not saying that 3D TV will fail. But Avatar’s early disc sales may provide a clue as to what consumers think of 3D at home. If you’re a TV manufacturer, it’s too soon for the vomit bag. But do keep one handy–just in case.
Thanks PCWorld!
4-Color 3D TV Technology by Sharp
Showing that it has eyes for 3DTV too, Sharp announced in Japan Monday that it has developed 3D technology around it new four-color LCD TV system.
Like competitive systems in the market now, Sharp’s system requires the use of special 3D active-shutter glasses.
Sharp explained that most 3D LCDs use a system based on time-sequential display technology using special active LC (liquid crystal) shutter glasses. Images intended for the left and right eye on the LCD screen are presented sequentially, alternating between the two perspectives.
The LC shutters in the special 3D glasses are synchronized with the display, “opening” (becoming transparent) and “closing” (becoming opaque) in such a way that the left and right eye see separate images, Sharp said.
The human brain combines these two slightly different images to create the perception of depth in a three-dimensional image.
The drawback to the system, Sharp said, is that displaying 3D images on a conventional display using this system yield low brightness and crosstalk in the image.
Sharp’s newly developed 3D LCD system combines five proprietary LCD technologies, including UV2A technology, Sharp’s core LCD TV panel technology, four primary-color technology, FRED technology and side-mount scanning LED backlight technology.
The system optimizes LCD for 3D TV by increasing screen brightness when displaying 3D images 1.8 times higher than that of the conventional displays, while minimizing crosstalk.
Sharp’s four-primary-color technology, currently marketed in 2D as Quattron, utilizes four primary colors, adding Y (yellow) to the three conventional primary colors of R (red), G (green), and B (blue).
Sharp said this technology contributes to brighter, more vivid colors using higher light-transmission efficiency through the panel and a wider color gamut, which had been difficult to attain on conventional three-primary-color displays.
Sony Rolls Out 3D TV Products To Consumer Market
Sony has announced that its range of 3D products including its first 3D TV will be available to buy in June.
The Japanese electronic giants, regarded as the first major manufacturer to pledge allegiance to the latest televisual revolution, will be represented by the Sony HX803 as its first foray into the 3D TV consumer market.
Packing Sony’s latest 200Hz high frame rate technology, the HX803 will deliver a full HD 1080p picture, while ‘High Speed precision’, ‘LED Boost’ and ‘3D up conversion’ will help enhance that HD 3D image even further. There’s also wireless access to Bravia Internet Video and built-in Freeview HD.
PS3 fans can also look forward to a 3D treat as Sony plans to launch four 3D stereoscopic games which come free when you purchase a HX803 3D TV.
To make your PS3 3D compatible, console owners will need to download a firmware update which will be made available prior to the launch of the HX803 3D TV. A firmware update to make the PS3 3D Blu-ray compatible will launch later in 2010.
Of course if you don’t own a PS3 and still want to enjoy Cloudy With a Chance of Meatballs or Deep Sea on Blu-ray 3D, the Sony S470 3D Blu-ray player which is already available, can be snapped up instead.
Completing your Sony ‘3D home’ the BDV-E370 Home Cinema system will also come equipped to cater for all your 3D audio needs.
Motorola 3D TV DCX Line of Televisions
The Mobile Devices and Home business of Motorola, Inc. announced today software enhancements for its industry-leading DCX line of set-tops that represents a breakthrough in 3D video processing, providing consumers with an exceptional and seamless 3D TV experience in their home. By enabling 3D content to be processed in the set-top before delivery to the 3D-capable television, consumers will no longer be confused by having to use remote controls and access on-screen menus to configure the set-top and television set every time a channel change involves switching between 2D and 3D video. Furthermore, all of this is done while maintaining the visual integrity of emergency broadcast messages, closed captioning or on screen displays while 3D video is playing.
“Motorola has been developing 3D technology for more than 10 years, leading the industry with innovative solutions that support the deployment of 3D TV to the home,” said John Burke, senior vice president, Motorola Mobile Devices and Home. “The development of this 3D software enhancement gives our service provider customers a straightforward solution for deploying high-quality 3D TV services today using their existing video delivery infrastructure. By focusing on the customer’s viewing experience Motorola has taken 3D TV to the next level and helped our industry to bring the experience of 3D from the theater into the living-room”
With many service providers having already announced their intent to broadcast select 3D programming, there are several challenges to overcome to deliver 3D signals to the home using currently deployed infrastructure and devices. Although frame-compatible 3D content can be passed through deployed set-tops and viewed on 3D TVs today, accessing the set-top on-screen guide and menu while watching 3D content provides an unsettling experience for the consumer. Motorola addresses these deployment challenges and maintains its leadership position in 3D TV by integrating 3D signal processing software into the set-top. Specifically, the new 3D TV-enabled set-tops provide the following functionality:
•3D format detection: The 3D TV processing software automatically detects the presence of 3D content and identifies the type of 3D format used to ensure proper delivery and display on the 3D TV. As a result, the consumer will be able to seamlessly switch between 2D and 3D channels. Additionally, the set-tops support 3D TV over both MPEG-4 and MPEG-2 and are capable of 1080p24/30 output.
•Content reformatting: Upon detection of 3D content, the set-top automatically reformats all on-screen text and graphics to match the incoming 3D format so that they can be correctly displayed by the 3D TV set. The 3D processing software supports all on-screen displays such as closed captioning, emergency alerts, application graphics and text overlays, as well as existing EPGs and applications.
3D TV is becoming a hot new viewing format and participants across the ecosystem are targeting home viewing. Momentum is building, and IDC survey data shows that consumers that have experienced 3D in the movie theaters express a greater willingness to pay for 3D-capable devices,” said Greg Ireland, IDC Consumer Markets research manager. “Motorola is successfully demonstrating its ability to support 3D TV and continues to be one of the leading providers of 3D TV solutions.”
ESPN 3D TV Coming From DirecTV
Continuing to lead the 3D revolution by offering customers new dimensions in sports programming, DIRECTV will add ESPN 3D, the industry’s first 3D sports television network, to its upcoming 3D lineup that will offer three dedicated 3D channels, including DIRECTV’s newly named linear 3D channel, N3D(TM) powered by Panasonic. Launching in June, millions of DIRECTV HD customers will have access to ESPN’s entire 3D programming lineup, including up to 25 2010 FIFA World Cup matches.
ESPN 3D will showcase a minimum of 85 live sporting events during its first year, beginning June 11 with the first 2010 FIFA World Cup match, featuring South Africa versus Mexico. Other events to be produced in 3D include X Games 16, 2010 college football ACC Championship, 2011 BCS National Championship game, college basketball and NBA games in 2011. DIRECTV HD customers who subscribe to ESPN will receive ESPN 3D at no additional cost.
“Watching ESPN’s comprehensive lineup of sports programming in 3D will be like having your own virtual seat at all of your favorite sporting events around the world. We are excited to be the first and only distributor to announce the launch of ESPN 3D and we look forward to announcing additional 3D partners throughout the year,” said Eric Shanks, executive vice president, DIRECTV Entertainment.
“ESPN and DIRECTV recognize the groundswell effect 3D has already had on the television industry in the last few months. This agreement is the first step in providing sports fans access to exciting, dynamic content, as well as providing our affiliates new opportunities to provide cutting-edge product offerings to their subscribers,” said David C. Preschlack, executive vice president, affiliate sales and marketing, Disney & ESPN Networks Group.
In addition to N3D(TM) powered by Panasonic, which will deliver the best 3D programming from programmers such as AEG/AEG Digital Media, CBS, Fox Sports/FSN, Golden Boy Promotions, HDNet, MTV, NBC Universal and Turner Broadcasting System, Inc., DIRECTV will also offer a 24/7 3D pay per view channel and a 24/7 3D DIRECTV on Demand channel, beginning this June.
This June, DIRECTV HD customers will receive a free software upgrade enabling them to have access to the 3D channels on DIRECTV. DIRECTV HD customers will need a 3D television set and 3D glasses to view 3D programming on DIRECTV.
LG Introduces First LED Backlit 3D TV
LG announced this Thursday that its upcoming LX9500 will be the worlds first HDTV set to combine a fully-LED-backlit LCD with 3D support.
Word regarding the LX9500 first surfaced last month, when a leaked document revealed LG’s roadmap for the coming year. LG opted not to comment on the legitimacy of last month’s leak, however the new 3D LED TV has now been confirmed.
The LX9500 will be available in two models, one coming in at 47 inches, and the other a larger model measuring 55 inches. Both of these thin 1080p LED sets come packed with a whole host of features, including USB 2.0, HDMI, integrated Skype software, and of course 3D support.
The sets, which do require you to wear USB-powered glasses, should arrive in Korea within the coming months, beating rival Samsung to market. It’ll launch in Europe and the US this May. No pricing details were provided for global markets, but when the LX9500 launches in Korea it is expected to cost around 4.7million South Korean Won, which is roughly $4,000.
Panasonic and Samsung Hustle to Advertise 3D TV
We have gone to great pains in making you aware of 3-D TVs, and the technological revolution that, manufacturers claim, they will foment upon their release. After having the opportunity to peruse various companies’ offerings at CES this January, we were candid with you in our ambivalence, and our opinion holds firm four months later. It’s reckless, if not impossible, to endorse or reject a technology in such a fetal stage. While we pundits urge caution, though, manufacturers are busy pushing for consumption.
According to a recent overview by the New York Times, manufacturers like Panasonic and Samsung are both hustling to configure marketing and advertising campaigns. In order to promote their respective 3-D TV lines, Panasonic has dispatched 18-wheelers equipped with 3-D demo stations, LG has been airing 30-second commercials for its 3D-capable Infinia line, and Samsung has shelled out $100 million for promotion, some of which has gone to a 30-second commercial shot with the same technology used in ‘Avatar.’
For our part, we’d much rather see quality content than flashy commercials, and, until we get the former, we’ll be holding on to our money. We’d rather be considered late to the party than write a $3,000 check so that we can watch the same copy of ‘Shrek 2: 3-D’ over and over again.
Is 3D TV a Pointless Gimmick for Consumers?
According to the industry, 3D is the next big thing. TV manufacturers are chomping at the bit to sell us new monitors.
Sky is planning a huge 3D blitz this year, including the launch of a dedicated 3D TV channel. Games are an obvious contender for the 3D treatment, thanks to the fact that they have all the data they need to produce an effective world already built in.
Verily, the planet is on the cusp of an incredible 3D revolution and we should all be excited! But I’m not. To hell with 3D. If I could change one thing about the cinema-going experience – other than shooting bloody Pearl & Dean into the sun – it would be to watch every blockbuster in IMAX. That would be a genuine improvement.
3D is just another gimmick, right down there with Smell-O-Vision, electric shocks coming through the seat, vibrating cinema chairs and, of course, the last 17 times that the industry has tried to make 3D into the Next Big Thing. And we still don’t need it. I’ve never, ever seen a 3D movie that so much as breathed softly on my socks, never mind blew them off.
Realistically, the technology offers exactly two tricks of note. There’s the annoying one, as demonstrated in Monsters vs Aliens, which opens with a guy batting a ball at the screen just to go, ‘Ooooh! 3D in your face!’ If I never see that trick again, it’ll be too soon.
The other one, which is largely pushing the 3D revolution, is all about adding depth to scenes. This trick can work, I’ll admit, and it can also be effective. You definitely notice it – especially in a film such as Avatar – but, more importantly, you can actively not notice it and still get some benefit, which is what really matters. At least, in theory.
Expensive headaches
The problem is that, for all the potential benefits, 3D just seems to be Hollywood’s most expensive way to give me a headache, even including the Bourne movies and the continued acting career of Shia LaBeouf.
Yes, this is probably just a question of my rubbish eyes, all maggoty with astigmatism and myopia as they are, but I don’t care.
By the end of Avatar’s seven-hour running time, my whole face felt as though someone had just opened the Ark of the Covenant over on the next row. My eyes oozed blood and gooey eyeball juice into my popcorn. Still, at least it stopped anyone else from stealing any.
Even before that point, though, Avatar only gave me about five minutes of genuine 3D ‘Oooh!’ before the effect faded, as any effect inevitably does.
From that point on, the glasses, the popping tricks and the background shimmer – in fact, all the pieces of technology that were meant to be immersing me in the action – served only as a constant lingering reminder that I wasn’t in fact on a distant jungle planet with lots of sexy blue people, but in a cinema and in need of some aspirin.
The trade-off simply wasn’t worth it, especially when coupled with the dark tint that the obnoxious 3D glasses put over all the film’s beautiful bright colours. Also, the film was a bit rubbish.
Even watching great 3D movies, such as Pixar’s Up, I’ve never been able to settle in and just enjoy the film or get completely lost in the action, not with every background shimmering away like a desert mirage and each character popping into the screen.
I quite often lift up the glasses just to compare the two images and every time it’s the same: any power that the 3D version of the film has ultimately comes from the 2D version being exquisitely made. I’ve never wanted for that extra half a dimension as much as I craved the brighter colours and a lack of intense eye-trauma after leaving the cinema.
The industry wants 3D
Of course, it’s no wonder that the industry desperately wants 3D technology to be a big deal. Right now, it’s the only real benefit cinemas can offer over home theatre systems, aside from ever-more obnoxious advertising and snot-smeared pick ‘n’ mix.
Looking ahead, hardware companies see it as the next big reason to make us all upgrade our kit. And good for them. It’s still not an upgrade I can see myself rushing out to make, or can imagine recommending anyone else to go and do likewise.
When we finally get TVs that can add that illusion of depth without needing glasses, we’ll have a genuine step forward. Until then, it’s just a gimmick – an effect we’ll all get accustomed to and subsequently bored of in a couple of weeks.
If anything, the best thing for 3D would be for it to stay as popular as it is now – an occasional treat for people who like it, something that’s to be savoured and allowed to maintain what power it has.
Taking it mainstream can only ruin the effect in ways that my astigmatism and quick-drying contact lenses can only dream of – and you can bet that losing the magic won’t come cheap.
3D TV Testing Results Are In
This is a look at cutting edge 3D TV technology about some of the first 3D televisions available. A closer look at a 50-inch plasma, the Panasonic VT-20, and two 46-inch LCD sets from Samsung.
Samsung and Panasonic 3D TVs Now Available
Samsung and Panasonic have begun selling 3-D TVs, inaugurating what manufacturers hope is the era of 3-D viewing in the living room. Checkout this video about 3D TV to see it live in action.
