Sony sets date and price for 3D technology delivery

Sony is planning to release a software upgrade for the PS3 to make it process 3D images, and new 3D TV sets, this Summer, starting in Japan. The company had shown off new Bravia 3D technology in January at the CES show in the US, but has now added a launch timeframe and pricing for the TV sets.

Sony believes that being quick off the mark with 3D will help it sell 2.5 million 3D TV in this financial year. The announcements came from Yoshihisa Ishida, the head of Sony’s televisions business, said that Sony should sell 25 million TVs in the year to March 2011, with 3D sets making up 10%. Sony will have its work cut out to do that, given that it only sold 15 million set last year. Also its devices area likely to be the most expensive on the market.

In January Sony announced its own 3D TV channel in the US working with Discovery Channel and IMAX and there have been a spate of 3D Tv announcements around the world, including our own BSkyB offering 3D soccer and rugby in pubs and Cinemas.

Sony will begin selling 3D TVs (especially the top end Bravia LX 900) in Japan on June 10 and plans to launch in the overseas market around the same time. It will kick off with a 46 inch TV set priced at around $3,875 (£2,590) in Japan, which will include two pairs of active matrix 3D glasses. Sony is already the most expensive TV supplier and this is a 50% hike on existing HD prices for the same size 3D device.

Sony also said that it would offer a range of Pink and Blue active shutter 3D glasses for around $133 (£90) a pair and each TV will need a 3D infrared emitter to given them timing signals, which will cost another $55 (£36).

In January US cut-price manufacturer Vizio said it would have 3D Tvs in the US this Summer offering 3D version of its XVT Pro range at around $2,000 for the 47 inch version and $3,500 for a 72 inch set – so Sony will have to dramatically lower these prices for both the US and here in Europe.

A 3D TV gives off alternative signals, one for the left eye and another for right, to create 3D viewing. Most glasses separate these out using circular polarization, but these new active matrix glasses close and open LCD shutters in sequence with the two images.

We understand that Panasonic and LG both have press conferences in the next few days clarifying their delivery and pricing details for 3D TVs

Sony also expects to have the software update ready for its PlayStation 3 console which will let it output 3D TV images from its games.