Demand for LED-backlit LCD TVs is taking off, but attention this year in the displays market has turned to 3D applications.
The hype about 3D needs to be credited to the hugely successful movie, Avatar, whose director James Cameron believes that his blockbuster has proved that 3D images can attract audiences back to the theater. More 3D movies are due to be released this year.
TV vendors would not want to miss out on the 3D opportunities.
First-tier vendor launching 3D TVs
Currently only 3D TVs are available on the market from only a few vendors, such as LG Electronics (LGE), Hyundai IT and Mitsubishi Electric, have launched 3D TVs. But Sony, Panasonic, Samsung Electronics have showcased their 3D related products at the 2010 Consumer Electronics Show (CES). And more 3D TVs from first-tier vendors are expected to hit the market this year.
LGE, the second largest LCD TV maker worldwide, launched a 47-inch 3D LCD TV in 2009, and the company plans to launch a range of 3D LCD TVs from 47- to 74-inch, plus 3D PDP TVs and an 150-inch 3D projector. LGE expects its shipments of 3D TVs to reach 400,000 units in 2010 and 3.4 million in 2011.
Korea's 3D TV services
South Korea CJ Group subsidiary cable TV operator CJ HelloVision has recently started broadcasting 3D programs. The country will see its TV network operators start broadcasting 3D programs on cable, satellite and terrestrial TV channels.
Korea Digital Satellite Broadcasting launched a 3D channel on January 1, 2010. The company reportedly will also set up a strategic alliance with LGE for 3D programs and TV sets, and there collaboration will cover the standardization of 3D devices, the production of 3D content, and purchases of 3D movies and related products from overseas suppliers. They plan to invest 30 billion won (US$25.83 million) on 3D content production.
Japan vendors
Japan-based vendors are seeing 3D TV as an opportunity to reclaim their leading position in the TV market from their Korea rivals. Panasonic and Sony are taking advantage of their sponsorships for the Vancouver Winter Olympic Games and the World Cup in South Africa, respectively, to promote their 3D products.
Sony has already showcased its 3D TV prototype at the iFA in Germany and the CEATEC exhibition in Japan. Sony has also said that 2010 will be the year for 3D display to take off, and plans to launch a new series of related products for both software and hardware markets. Sony expects the prices of its 3D TVs in 2010 will be about US$100-200 higher than current regular products, and the revenues of 3D TVs will account for 30-50% of its total TV revenues in the 2012 fiscal year (ended March 2013).
Sony also expects its 3D-related products to create revenues of one trillion yen (US$11.3 billion) in fiscal 2012. And the vendor will start using the 3D TV technology from the US-based RealD in 2012.
According to Morgan Stanley, global 3D TV sales are expected to reach as many as 50 million units in 2012, of which 80% will be LCD TVs and 20% PDP models. Research firm Displaybank estimates the global 3D TV market at US$1.136 billion in 2010. Research firms' data all indicate that the 3D TV market will continue to grow on a yearly base.
3D panels with touchscreen features
LCD panel makers are also jumping on the 3D bandwagon. The global top-six panel makers have all showcased their 3D-related displays technology at the FPD International 2009 in Yokohama Japan. They are also incorporating the popular touchscreen features in their 3D panels.
Taiwan-based Chi Mei Optoelectronics (CMO) has been most active in developing 3D panels with touchscreen features. CMO has started producing 23.6-inch 3D panels and will start producing 23.6- and 27-inch 3D-touch panels in the first quarter of 2010.
Other first-tier panel makers, including Samsung, LG Display and AU Optronics (AUO) are expected to launch their own 3D-touch panels in 2010.
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