Monday December 14, 2009 – Stewart Wolpin
Details about the timing, shape, pricing and availability of 3D HDTV continue to come into focus.
According to XpanD, a leading manufacturer of the active-shutter 3D glasses used in theaters and, the company hopes, in the home, the first 3D HDTVs will be coming in 3Q and 4Q next year. The first sets will likely be plasmas from Panasonic and LCD models from Sony, Vizio and possibly LG, with DLP projectors and LCD sets from Mitsubishi. Philips is expected to follow with its own 3D models in early 2011. All data and consumer grade DLP projectors equipped with Texas Instrument's DLP Link chip available in 2010 will be 3D capable.
Stunningly, XpanD's CEO, Maria Costeira, says the manufacturers expect to sell 100,000 3D HDTVs each in 2010, which sounds wildly optimistic to us.
Glasses Half Filled?
Two sets of glasses are likely to be bundled with each 3D HDTV; additional pairs will be priced between $75 and $150, depending on style and materials used – the technology and the lenses themselves will be the same. Consumers will be able to tote their own glasses to watch stereoscopic 3D movies or sporting events in 3D venues.
As we've previously noted, the glasses will be powered by rechargeable batteries with 250-hour viewing life spans. Users will get a single series of flashes when the glasses are down to four hours of power remaining, reducing the odds of them conking out in the middle of a game, movie or show. Glasses will have microUSB jacks for recharging, the XpanD is planning four-pair charging stations.
XpanD is currently in the design stage of consumer glasses, which will be sleeker and more stylish than the bulky near-goggles used in movie theaters. The company is designing models for particular constituencies, primarily gamers and kids. XpanD plans glasses in a variety of colors for gamers and fashion-forwards, and adorned with licensed characters to entice kids.
3D Broadcasting?
Most of the 3D broadcast action is happening outside the U.S., however. There are three hours of 3D broadcasts in Japan, for instance. FIFA will film up to 2 World Cup games this summer in South Africa for public venue showings; there are no plans to broadcast any of the matches live in 3D.
The U.K. has been the most active 3D market, at least in terms of content. Last year, the BBC broadcast an England vs. Scotland match to a theater in London; organizers of the London 2012 Olympics are planning to shoot some events in 3D, upcoming World Cup; and, Star is planning to launch the U.K.'s first 3D channel sometime next year, aimed initially at the pub market. Star already has shot several sports and entertainment shows in 3D.
All these 3D updates are fascinating, but one 3D pink-elephant-in-the-room question remains: will consumers don glasses to watch TV at home? XpanD says gamers and kids will be the Trojan horses for home TV glasses-wearing, but Costeira admits no one really knows how the whole glasses issue will shake out, probably the most interesting aspect of this entire topic.
