Sony targets sales of 2.5 million 3D sets this year

Electronics giant launches new TVs despite concern that public not ready

It may have missed out on the top gongs at the Oscars ceremony on Sunday, but Sony is backing Avatar's record-breaking box office performance to help usher 3D viewing into the living room.

The electronics giant yesterday unveiled its 40in and 46in Bravia 3D television sets, saying they would launch in Japan on 10 June and around the world shortly after.

Panasonic had stolen some of its thunder on Tuesday by revealing it was to sell its own 3D sets in the US from today. With Samsung also set to launch in 3D, the battle for the next generation of sets is set to intensify.

Despite some concerns that the public is not ready for 3D television quite yet, Sony was bullish over its sales forecasts yesterday. Yoshihisa Ishida, the head of Sony's television arm, said he expects the company to sell 25 million LCD TVs in the next financial year to March, with 10 per cent of those being 3D. This would see sales of its sets increase by 67 per cent on this year's sales estimates. He said: "Fiscal 2010 is really a year when we think we can attack."

Analysts have cited problems including the lack of content, issues over wearing the glasses and the cost of the equipment. The Sony TVs vary in price, although the 46in screen will cost ¥350,000 (£2,600), about 50 per cent higher than a High Definition LCD set. The 40in set will cost ¥290,000.

The TVs will come with two pairs of the special 3D glasses, which will cost ¥12,000 to replace, and use the "active shuttering" system. Different to polarised 3D glasses, active shuttering glasses darken one lens alternately at incredibly quick speeds to line up the overlaid images on the screen and trick the brain into creating a 3D image.

Sony also revealed a "face detection" sensor to regulate the sound and picture to the viewer, and make sure they do not sit too close to the TV.

The move to 3D sets has happened relatively quickly. Sony became the first major producer to announce it was fully behind the technology last September. Sir Howard Stringer, the group's chief executive, said there would be a 3D set in every home by the end of 2010. By the CES industry trade event in Las Vegas in January, there was talk of little else.

Mr Ishida said Sony was not worried about its rivals beating it to the punch, because of the lack of existing 3D material. That could soon change. In the UK, Sky is heavily investing in 3D, especially on its sports output. It showed the first live 3D sports broadcast to the public when Manchester United played Arsenal in January, bringing it to pubs around the UK and Ireland. ESPN is to screen live football in 3D from the World Cup in South Africa and will carry 85 live events this year.

Sony also announced an upgrade to its PlayStation 3 gaming console that will allow players to experience 3D games, and the Blu-ray system will be upgraded as well. Sony also hopes to sell cameras used for 3D filming.

Avatar has broken all records for box office receipts, taking $2.6bn around the world. And although it won three Oscars, for best art direction, cinematography and visual effects, it lost out on the best director and best film awards to Katherine Bigelow and her film The Hurt Locker. Other 3D films include Alice in Wonderland, which took £10.5m in the UK on its opening weekend, and Stephen Spielberg's big-screen adaptation of Tintin.

News
people
News
people And here is why...
News
peopleStella McCartney apologises over controversial Instagram picture
Life and Style
Laid bare: the Good2Go app ensures people have a chance to make their intentions clear about having sex
techCould Good2Go end disputes about sexual consent - without being a passion-killer?
PROMOTED VIDEO
Arts and Entertainment
Richard Burr remains the baker to beat on the Great British Bake Off
tvRichard remains the baker to beat as Chetna begins to flake
News
i100
Sport
footballArsenal 4 Galatasaray 1: Wenger celebrates 18th anniversary in style
Arts and Entertainment
Amazon has added a cautionary warning to Tom and Jerry cartoons on its streaming service
tv
News
people
News
The village was originally named Llansanffraid-ym-Mechain after the Celtic female Saint Brigit, but the name was changed 150 years ago to Llansantffraid – a decision which suggests the incorrect gender of the saint
newsWelsh town changes its name, but can you spot the difference?
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
Kristen Scott Thomas in Electra at the Old Vic
theatreReview: Kristin Scott Thomas is magnificent in a five-star performance of ‘Electra’
News
Destructive discourse: Jewish boys look at anti-Semitic graffiti sprayed on to the walls of the synagogue in March 2006, near Tel Aviv
peopleAt the start of Yom Kippur and with anti-Semitism flourishing, one Jew can no longer ignore his identity
Life and Style
Couples who boast about their relationship have been condemned as the most annoying Facebook users
tech
Arts and Entertainment
Hayley Williams performs with Paramore in New York
musicParamore singer says 'Steal Your Girl' is itself stolen from a New Found Glory hit
News
i100
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Trainee Recruitment Consultant - Birmingham - Real Staffing

£18000 - £23000 per annum + Commission: SThree: Real Staffing are currently lo...

Trust Accountant - Kent

NEGOTIABLE: Austen Lloyd: TRUST ACCOUNTANT - KENTIf you are a Chartered Accou...

Graduate Recruitment Consultant - 2013/14 Grads - No Exp Needed

£18000 - £20000 per annum + OTE £30000: SThree: SThree are a global FTSE 250 b...

Law Costs

Highly Competitive Salary: Austen Lloyd: CITY - Law Costs Draftsperson - NICHE...

Day In a Page

Italian couples fake UK divorce scam on an ‘industrial scale’

Welcome to Maidenhead, the divorce capital of... Italy

A look at the the legal tourists who exploited our liberal dissolution rules
Time to stop running: At the start of Yom Kippur and with anti-Semitism flourishing, one Jew can no longer ignore his identity

Time to stop running

At the start of Yom Kippur and with anti-Semitism flourishing, one Jew can no longer ignore his identity
Tom and Jerry cartoons now carry a 'racial prejudice' warning on Amazon

Tom and Jerry cartoons now carry a 'racial prejudice' warning on Amazon

The vintage series has often been criticised for racial stereotyping
An app for the amorous: Could Good2Go end disputes about sexual consent - without being a passion-killer?

An app for the amorous

Could Good2Go end disputes about sexual consent - without being a passion-killer?
Llansanffraid is now Llansantffraid. Welsh town changes its name, but can you spot the difference?

Llansanffraid is now Llansantffraid

Welsh town changes its name, but can you spot the difference?
Charlotte Riley: At the peak of her powers

Charlotte Riley: At the peak of her powers

After a few early missteps with Chekhov, her acting career has taken her to Hollywood. Next up is a role in the BBC’s gangster drama ‘Peaky Blinders’
She's having a laugh: Britain's female comedians have never had it so good

She's having a laugh

Britain's female comedians have never had it so good, says stand-up Natalie Haynes
Sistine Chapel to ‘sing’ with new LED lights designed to bring Michelangelo’s masterpiece out of the shadows

Let there be light

Sistine Chapel to ‘sing’ with new LEDs designed to bring Michelangelo’s masterpiece out of the shadows
Great British Bake Off, semi-final, review: Richard remains the baker to beat

Tensions rise in Bake Off's pastry week

Richard remains the baker to beat as Chetna begins to flake
Paris Fashion Week, spring/summer 2015: Time travel fashion at Louis Vuitton in Paris

A look to the future

It's time travel fashion at Louis Vuitton in Paris
The 10 best bedspreads

The 10 best bedspreads

Before you up the tog count on your duvet, add an extra layer and a room-changing piece to your bed this autumn
Arsenal vs Galatasaray: Five things we learnt from the Emirates

Arsenal vs Galatasaray

Five things we learnt from the Gunners' Champions League victory at the Emirates
Stuart Lancaster’s long-term deal makes sense – a rarity for a decision taken by the RFU

Lancaster’s long-term deal makes sense – a rarity for a decision taken by the RFU

This deal gives England a head-start to prepare for 2019 World Cup, says Chris Hewett
Ebola outbreak: The children orphaned by the virus – then rejected by surviving relatives over fear of infection

The children orphaned by Ebola...

... then rejected by surviving relatives over fear of infection
Pride: Are censors pandering to homophobia?

Are censors pandering to homophobia?

US film censors have ruled 'Pride' unfit for under-16s, though it contains no sex or violence