3D: Wow, How and Now

Last year, 3D was considered a premium feature found on higher-end sets. This year you will find 3D as an option on many new models including some entry level TVs.  With 3D content on the rise and technological improvements arriving all the time, few can argue that 3D will continue having an increasing impact on the global marketplace, especially since active shutter 3D also allows for the viewing of crystal clear high def 2D programming without picture degradation. Here are some highlights of the recent advancements in Samsung 3D technology that we demonstrated at the Consumer Electronics Show last month:



Samsung has begun collaborating with RealD Inc. to enhance the active shutter glass technology we are using in our TV sets. We are working on developmental prototypes of advanced active shutter technology with RealD. This may lead to less expensive, theatre-like viewing glasses as this technology moves our active shutter technology from the glasses to the TV display.

AutoStereoscopic 3D

Imagine a frosty beverage or a steaming hot hamburger jumping out at you just when you were thinking that you’d sure like a snack before boarding your plane or train. We are also making progress with technology called autostereoscopic 3D, for digital signage applications that work without glasses. While attention-grabbing, this type of 3D differs from the clearer active shutter technology that consumers demand in their homes. In addition, it requires that you be in specific viewing zones to get the effect that the advertiser or information display producer is seeking.

Still, autostereoscopic 3D appears to be a high-potential technology for digital signage. A real advancement on this early prototype was the ability to turn 3D on and off by using a virtual lenticular lens. This gives users the ability to get eye-popping 3D when they want it and switch to 2D content on the fly.


And finally, let me take a moment to share my views about widening the market for 3D TV. We are refining a display technology to make 3D TV more affordable to the mass market through the delivery of active shutter technology at lower refresh rates. With this, 3D would become highly attractive to potential buyers at several price points. Last year 3D was considered a premium feature found on higher-end TV sets. This year you will find 3D as an option on many new models including some entry level TVs. 

President of Samsung Electronics’ Visual Display Business, Boo-Keun Yoon, recently shared more on Samsung 3D TV with Samsung Village. Dr. Yoon predicts that the TV market is maturing so rapidly with the demand for 3D technologies that, “In 5-6 years, 3D will become a default feature for all TVs.”

Samsung continues to lead the VIDification charge, extending the movie theater experience everywhere. 3D is a particular favorite of mine when it comes to visual realism, so I’m interested to know your thoughts, too. What do you think the future holds for 3D?