3D television gets off to a slow start

James Cameron's blockbuster movie Avatar drew millions to cinemas around the globe to watch his fantasy on the big screen and created a new euphoria around 3D technology.

However, the excitement caused by Avatar has so far failed to spill over into the area of domestic 3D television with potential customers remaining cautious.

Germany's Federal Association for Information Technology Telecommunications and New Media (Bitkom) estimates that one in five households will have a 3D television set by 2015.

That figure adds up to a total of 8 million units, but industry sources in the country say that sales since March total just 53,000 sets. Watching a 3D film on a television still requires the user to wear special glasses with manufacturers as a rule settling for liquid crystal shutter technology.

Each eye's glass contains a liquid crystal layer which has the property of becoming dark when voltage is applied. The glasses are controlled by a transmitter that allows the glasses to alternately darken over one eye, and then the other, in synchronization with the refresh rate of the screen

Meanwhile, the display alternately displays different perspectives for each eye, which sees only the image intended for it. The TV picture is noticeably darker as a result of the shutter glasses while contrast and color also suffer. As a result, users need the highest resolution possible.

As a minimum, experts recommend HD ready, meaning a TV capable of accepting and displaying a high-definition signal at 1080p. A refresh rate of at least 120Hz is essential for a good 3D picture, sending 60 images a second to the left and right eyes, according to the Blu-ray Disc Association.

New models offer LED Backlight Technology, which it is hoped will serve as an enabling technology for new feature developments. Almost every large manufacturer has put a 3D TV on the market in time for Christmas which, according to Bitkom, cost in the region of 2,000 euros (US$2,650).

The optimal viewing distance is measured by multiplying your screen's diagonal measurement by 1.5, according to the Blu-ray Disc Association. For example, if the viewing distance is three meters, then the screen should measure between 50 and 52 inches.

“Consumers have been told that 3D TV is the future,” says Paul Gray of the marketing research institute DisplaySearch. But as well as the huge price differential to normal units, there is currently very little 3D content on television with broadcasters such as Sky HD to date making very few programs available.

As a result, 3D fans generally need a Blu-ray player to watch 3D films but, even then, the choice is limited. “There is a huge variance in quality among the available films,” says Oliver Berben, CEO of Constantin Film.

The choice is even more restricted due to manufacturers offering films that are exclusively for their 3D TVs and Blu-ray players as part of a sales strategy. Many potential buyers would expect to be able to watch Avatar on their new 3D television but, so far, this option is only available on Panasonic units or with a Blu-ray player. Panasonic also secured the exclusive rights to Ice Age 3.

Samsung is now following the same strategy and has the exclusive rights to the animation film Monsters vs Aliens.

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