Thread: Sony Gets Serious About 3D TV

The next big step in cinematic entertainment is likely to be the shift into full 3D displays. The success of huge blockbusters like James Cameron's Avatar have shown that the public is massively enthusiastic about adding a new dimension to the movie-going experience. Watching a spectacular movie on the big screen is one thing, but what about more pedestrian applications like video games and cable news? It has taken a long time to perfect the technology and make it practical for use in the living room, but Sony is dedicated to making 3D TV a reality as early as 2010.

The company this week announced that it has forged a partnership with California-based RealD to create special glasses that will work in coordination with new 3D-enabled Sony flat panel TV sets. RealD is already the market leader in cinema 3D projection, using a technology that requires only one projector to encode two separate stereoscopic images. A major advantage of RealD's technology, besides the need for only one projector, is that viewers at any angle can clearly see the 3D effect, even if they turn their heads.

Under the terms of the agreement, Sony will license some of RealD's technology and equipment, such as 3D eye wear, which can be used to create a three-dimensional viewing experience similar to what is now offered in movie theaters. The equipment is expected to hit stores in 2010. Paired with a BluRay player such as the one used in Sony's PS3 console, consumers will be able to buy BluRay movies from major studios coded in this new 3D format.

Obviously this represents a potential area of competitive advantage for Sony. If the mass public can finally be convinced to adopt 3D technology in the living room (a concept that has been around for at least 30 years) then Sony will benefit from first mover advantage. Coupled with its dominance in the optical media market through its BluRay technology, Sony could enjoy significant synergy throughout its television, video game and film units.