While Samsung already has its 3D kit in Irish shops (DID, Power City, Harvey Norman among them), Sony is about to launch a few models of its own.
Last night, it showed the technology off with movies, sport and Playstation 3 games. The results were generally impressive and best for movies, in my view. (We were given a demo of Motorstorm Pacific on the PS3 and, although immersive, I felt a little sick afterwards.)
There are two models on their way. Both will be LED, wi-fi enabled and 1080p. The 40 inch set will cost €1,600 while the 46 inch set will cost €2,200. Both will be available by the end of May.
The system's 3D glasses will be costly, though: about €120 each (the dark grey ones pictured below). This is because they're not the crap cardboard or plastic ones that they give out in cinemas and bars. They're much higher spec, with their own batteries. In fairness to Sony, the difference in quality really does show. But how many will feel like forking out for five or six pairs?
As for the DVD players, all current PS3s will receive a firmware update in September enabling them to play 3D Blu-ray DVDs. In addition, almost all Sony Blu-ray players currently being sold will be able to get a patch to allow them play the discs.
Sony has promised that there will be no higher prices imposed for films or games in 3D.
Separately, some e-tailers are grumbling that Sony (and its 3DTV rivals, Samsung, LG et al) are keeping the hot new devices away from online distributors.
"In the channel, they're all blocking sales to ecommerce [sites] to keep the margins up for the retailer," said one Irish electronics e-tailer.
Sony has promised two interesting further developments: (i) its range of cameras will soon incorporate 3D photo and video capture and (ii) its Vaio computer range will have 3D capability by the end of the year.
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