Gearing Up for 3D TV Blitz: Sony, Panasonic on the lead

So what of 3D in the home? As TV manufacturers gear up for the hype-machine that is CES 2010 is there a danger that we are being sold a version of 3D gaming or Blu-ray that is a little bit too far removed from reality? The likes of Sky and Sony would have us believe that 2010 is set to be the year that 3D in the home reaches a tipping point and goes mass market.

Sony Corp. expects to increase its TV shipments by 70 percent over the next 12 months, due in large part to its upcoming 3D models, according to Sony executives.

Competitor Panasonic, meanwhile, said it’s planning to introduce 3D TVs at Best Buy (NYSE:BBY) this week for only $2,500, about half the price they’re available for in Japan.

TV makers are counting on the new 3D models to spur sales and in at least one company’s case, return to profitability. Sony expects its TV operations to lose money for a sixth straight year for the fiscal year ending March 31, according to the Wall Street Journal. The company has targeted sales of 15 million TVs for this fiscal year, but Yoshihisa Ishida, senior vice president of home entertainment at Sony, believes the company can hit its lofty target of 25 million units sold and be profitable next fiscal year.

“2010 is really a year when we think we can attack,” Ishida said, according to the Journal.

Sony aims to sell about 2.5 million 3D TVs over the next 12 months. The first 46-inch model will go on sale in June in Japan. It hasn’t announced a date for sale in the United States.

Meanwhile, Panasonic expects its 3D TV blitz to begin this month, when customers can try out 50-inch models at Best Buy stores. Panasonic is the No. 4 HDTV maker, behind Samsung Electronics Co. Ltd., LG Electronics Inc. and Sony, and hopes to sell 500,000 3D TVs in the United States in the first year, half its annual global sales target, according to Reuters.

Best Buy’s Web site doesn’t tout the Panasonic 3D TVs yet, but it has set up a page touting 3D technology and what customers can expect. “Starting March 21, over 900 Best Buy stores will have a Samsung full HD 3D experience and over 250 stores will have a Panasonic full HD 3D experience for you to demo,” according to Best Buy. “As each manufacturer’s 3D experience will vary to some extent, it’s a good idea to view several demonstrations before making your decision.”

But is this all a great big swizz? Is it the latest attempts of a home entertainment industry desperate to sell us the Next Big Thing? While we all love and desire cool new tech, is the time right for you to start thinking about investing in a 3D-capable television in 2010?

“Sky waited until HD TVs were sufficiently widespread in the market before launching Sky HD but I think it’s taking a risk by offering 3D TV so soon,” thinks Grant Rennell, Deputy Editor of What Satellite and Digital TV magazine.

“It depends how many channels and/or programmes are on offer at launch. Provide enough sports and movies in 3D and you may just persuade subscribers it’s time to upgrade their set accordingly. It helps that you won’t need a new Sky+ to watch it.

“I don’t think Sky alone can ensure a speedy uptake of 3D TVs this side of 2011, however. 3D gaming could be a bigger ‘driver’ especially if Sony and Microsoft get on board. Again, it’s a bonus that new boxes will probably not be required,” he adds.