3D, 3D, Watch in 3D!
By Jennifer Colegrove – Director, Display Technologies, DisplaySearch
It is hard to walk the show floor at CES 2010 and not be inundated with 3D. There have also been a flurry of announcements on the content side, including Sony’s partnerships with the Discover Channel and ESPN to develop 3D networks, Panasonic’s strategic relationship with Direct TV, and Samsung’s partnership with DreamWorks and Technicolor.
On the hardware front, Panasonic is continuing to differentiate itself via PDP, with a 150″ 3D PDP demonstrated. Samsung showed both its 3D AMOLED and 3D 240 Hz LCD. Toshiba is promoting its Cell technology for 3D processing. On the PC front, Intel and NVIDIA are prominent.
Figure: Major Brands Promoting 3D at CES 2010
Many people remember that 3D was also a hot topic at CES 2009. However, it turned out that 2009 was not a good year for 3D display at all in terms of revenue. According to our newly-released 3D Display Technology and Market Forecast Report, 3D display revenue dropped over 50% in 2009 from 2008. But 2009 was a very good promotional year for 3D with several leading consumer electronic brands and display manufacturers are all committed to 3D, including Sony, Panasonic, Samsung, LG, AUO, CMO and Sharp. Also a couple of TV broadcasters have committed to 3D broadcasting in 2010. 3D content is increasing rapidly; 3D standards are being put in into place by several organizations. All these factors have paved the way for 3D to take off in 2010 and 2011. We forecast that the 3D display market will grow to $22 billion by 2018.
In another area of research into 3D, NPD’s Snapshot Report: 3D Television found that consumers interested in 3D want 50%+ of the content they currently watch to be available in 3D. So, the provision of content, through broadcast, game consoles, Blu-ray players, and on-line sources is going to be very important.
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Hi Jennifer –
Yes, I agree – certainly we’ve been anticipating a flood of 3-D (or, at least, stereoscopic) products to come through the gate, but it is interesting to see so many companies make such a noise out of it at once.
I don’t think that you and I ever chatted before, by the way, but I would like to. I’ve been working on autostereoscopic 3-D since 1988, and founded Actuality Systems. Did you know that Actuality’s patent portfolio of volumetric and quasi-holographic displays was just acquired by the product-development firm, OFH? There’s a piece about it in the Boston Globe here.
Please feel free to drop me a line. I help organize the annual SPIE Stereoscopic Displays & Applications conference, but unfortunately won’t be there this year.
Best,
Gregg