Special Feature 3D TV -
Special Feature 3D TV - The Wow Factor Success Confirmed for 3D TV A Futuresource report highlights significant developments for the 3D TV market 70% of Avatar’s US revenue has come from the 3D version The projections of a Futuresource white paper published earlier this year are being confirmed at IFA 2010. The report, entitled “3D: How Big, How Soon?” is an in-depth look at the fast-developing 3D industry, and is available for download from www.futuresource-consulting.com. Following are some highlights of this enlightening paper. a 3D capable receiver. The commercial market for 3D has already begun. Sky in the UK, Orange in France and ESPN in the US are among those who have broadcast sports events to limited audiences in venues such as cinemas or pubs/bars. A frequently asked question is why consumers would want to upgrade their main TV to 3D, when many have only recently made the transition from CRT to flat panel. Historically, the replacement cycle for a household’s main TV is eight years and we do not see any reason for this pattern to change significantly. of 3D Blu-ray movie discs is due shortly. In conclusion, more 3D Digital Cinema screens will encourage more live action 3D movie production. 3D TVs and 3D Blu-ray will seed the consumer market, and will quickly become the norm. While f re e - t o - a i r 3D broadcasting is expected to be at least two to three years away, the Pay-TV operators are already gearing up to deliver movies and non-theatrical 3D content, especially sports and music. The ingredients for a successful home 3D market are falling into place and there are substantial revenue opportunities for all industry segments. futuresource-consulting.com The advent of digital cinema and the shift to digital TV means that 3D programming can now be delivered at a much higher quality level. Hollywood studios are increasing production of 3D movies, broadcasters are preparing to launch 3D channels and the consumer electronics industry is introducing a whole range of 3D TVs and Blu-ray players. All the signs are that this time around, 3D will be a success. Technological advancements have resulted in an industrywide initiative to drive 3D roll-out. Sixteen major 3D titles were released by the Hollywood majors in 2009 and more than 20 are scheduled for this year. Consumers are seemingly willing to pay a premium on the ticket price and would prefer to wait to see a 3D version rather than seeing the movie in 2D. 70% of Avatar’s US revenue has come from the 3D version while other titles have consistently taken 50 to 60% of their revenues from the 3D release. The 28 growth in 3D movie screens will need to continue, given the growing number of titles being released. N e w a n d re - re l e a s e d animation titles account for 70% of Hollywood’s 3D releases at present. This is expected to change as the number of 3D cinema screens increases and with the advent of 3D in the home. The range of titles will also broaden to include science fiction, horror, musicals and live action, all of which work well in 3D. Hollywood’s movie output on its own is unlikely to be sufficient to drive the adoption of 3D in the home. Consumers will look to broadcasters, in particular, for 3D content to supplement the movies and other content available on packaged media, and perhaps later via video-ondemand. Pay TV operators will be the first to roll out 3D services. The existing broadcast infrastructure can be used. Only the TV receiver needs to be replaced with There has been a great deal of debate over whether consumers are prepared to wear glasses for extended p e r i o d s o f t i m e , b u t experience gained so far in cinemas and Futuresource’s own consumer research indicates that they are. As the market grows we expect to see the leading designer brands enter the market as well as glasses with prescription lenses. Blu-ray is the ideal format for high quality 3D in the home. 3D is expected to stimulate Blu-ray adoption, giving an additional, compelling reason to purchase. In addition, 3D may help to promote back catalogue sales, an area that has been weak for the BD format so far. Games consoles, particularly the PS3, will be an important driver for 3D. There are 10.7 million PS3 consoles in use in the USA and 11.7m in Europe. Sony has already provided a firmware upgrade to enable 3D gaming, with a limited number of titles available online. A further upgrade to support playback
Special Feature 3D TV - The Wow Factor Sharp showcases new 3D TVs built-in time shift and Aquos Net+ functionality. It also includes a Portal site service, which entails more than 300 kinds of services), catch-up TV and direct access to the Internet. The full range of Aquos Quattron TVs is on show at the Sharp stand at IFA. A full product catalogue is also available upon request. Sharp is unveiling its Aquos Quattron 3D Series for Autumn 2010. At less than 40 mm thick with direct LED backlighting, the new Aquos LED LCD TVs offer a new design including full flat front glass that extends to meet the slim bezel, resulting in a sophisticated finish. The flagship is the new Quattron 3D TV, which includes ‘Scanning Backlight 200’ technology that reduces crosstalk to produce clear 3D images. This Full HD TV features a built-in digital tuner, high fidelity sound, 3D BRAVIA line-up extended Sony has extended its Bravia 3D lineup with two new network models, the NX710 and NX810, which combine 3D capability, connectivity and elegant design. By connecting a 3D Sync Transmitter and wearing a pair of Sony Active Shutter 3D glasses, users can experience immersive 3D entertainment. Hall 18 Stand 102 TV Business Management, Home Entertainment of Europe. “With the NX710 and NX810, you’ll be safe in the knowledge that you’re ready to upgrade to 3D viewing as soon as you decide the time is right.” Panasonic launches ultralarge screens Panasonic has started taking orders for its ultra-large full HD 3D plasma display panels (PDPs) as from July 1, 2010. The displays include the world's largest 152-inch model, as well as 103- and 85-inch versions. Shipments will start in the Japanese and American markets in the fourth quarter of 2010. The company is currently marketing these giant plasma screens as professional only models. It is expected that a number of units will be available for ultra high-end domestic installation. To develop these new models, Panasonic has advanced the technologies employed in its VIERA Full HD 3D plasma televisions, that were launched in the consumer market this year. The technologies include a native contrast ratio of 5,000,000:1 for overwhelming black reproduction; a high speed driving technology to achieve the PDP's full moving picture resolution; and a crosstalk reduction technology, a crucial requirement for producing clear and crisp 3D images. Hall 5.2 Stand 101 New Samsung 3D Products Samsung has unveiled an expanded 3D TV product line-up for the European market. With a new 65-inch full HD 3D LED TV, two new 3D Plasma HDTVs, a new Blu-ray home theatre system, a new 3D home projector and a new HD/3D Blu-ray player, Samsung is strengthening its leadership in the 3D TV market, where it has already achieved sales of more than 600,000 units globally in the first half of this year. Hall 20 Stand 101 VIEWSONIC PREVIEWS NEW DEVICES ViewSonic Europe will be previewing its new range of 3D devices and digital media players at IFA 2010. The new range of products includes a lightweight handheld 3D digital camcorder, capable of recording at 720p and with an integrated 3D preview display. ViewSonic will also be showcasing a handheld 3D TV, with a suggested retail price of 238, which enables users to watch 3D content on the go. Other new products include a 3D digital camera and a 3D digital photo frame. Hall 14.1 Stand 107 TOSHIBA LAUNCHES 3D LAPTOP Toshiba Computer Systems has announced its first laptop that provides gamers with a true 3D experience. The new Satellite A665 is ready to playback videos stored on a Blu-ray 3D Disc on the internal display. It will be available during the third quarter of 2010 throughout Europe and the Middle East. Toshiba says that the Satellite A665 will be the industry’s first Blu-ray 3D ready laptop, allowing customers to playback Blu-ray 3D movies. Hall 21 Stand 101 Internet video puts users in control of online, on-demand video – delivered direct to their TV screens with no need for a PC. Viewing options include catch-up TV, video sharing sites such as YouTube, and access to social media sites such as Twitter and Facebook. “With 3D capability, the connectivity of Bravia Internet video and stunning monolithic design, the NX710 and NX810 are perfect for people who want both style and performance from their TV”, says Patrick Naltet, Director Hall 4.2 Stand 101 www.ifa-international.org IFA International • Friday, 3 rd September 2010 29
