Sony expects that 3D televisions will make up between 30 per cent and 50 per cent of all sets it sells in the financial year that begins in April 2012. The goal further indicates Sony’s confidence in 3D entertainment ahead of a roll-out of the technology next year.
Sony first announced its 3D ambitions in September when it said the company planned to launch 3D-capable Bravia TV sets and Blu-ray Disc players as well as adding 3D to the PlayStation 3. Sony’s plans for the latter two products are already becoming clear: the Blu-ray Disc Association is working on a 3D disc standard while Sony plans to add 3D to all models of the PlayStation 3 via a firmware update.
Sony says the 3D-compatible TV sets will include a small piece of additional hardware that enables them to show 3D content but they’ll also work as conventional television sets, said Hiroshi Yoshioka, executive deputy president of Sony and head of the unit that includes its TV business. Yoshioka didn’t elaborate on the additional hardware but said it would only add a little to the production cost of the TV set.