Sony announces 3D push for 2010

Sony has announced plans to introduce 3D technology into its consumer products by the end of next year, according to reports.

During a press conference at the IFA technology trade show in Berlin, Sony chief executive Sir Howard Stringer confirmed that the Japanese firm is keen to capitalise on the growing interest in 3D.

He said that 3D technology will be widely incorporated into Bravia TV sets, PS3 consoles, Blu-ray players and laptops by the close of 2010, although he was unable to give a ballpark on price points for these products.

"Today, 3D is clearly on its way to the mass market. As with high definition a few years back, there are a variety of issues yet to be addressed," he said.

"But the 3D train is on the track, and we at Sony are ready to drive it home."

Sony also reportedly plans to use active-shutter 3D technology - involving electronic glasses with shutters that open and close in rapid succession to generate a 3D view - for its products rather than the more traditional polarised glasses.

The growth of 3D in home entertainment is currently gathering pace, with Sky recently confirming plans to launch a 3D TV channel next year to piggyback on its existing high definition infrastructure.

Manufacturers LG and Phillips are also thought to be developing 3D ready TV sets to launch into the market at some point next year.

Movie studios are already deep into the adoption of 3D production techniques, including James Cameron's much anticipated blockbuster Avatar and other high-profile projects.