Installation was smooth. My Playstation3 knows it’s connected to a 3D TV, so the game automatically went into 3D mode and I had to dig around for my glasses.

3D really added to immerssiveness of the game play. No surprise, but my eyes (and brain) were able to process the 3D effect even at the very high scene change rate of a First Person Shooter. The immersiveness came from objects that were up close – certainly the gun itself, but also leaves, splashing water, walls, etc.

It didn’t add to the shooting itself – most targets are so far away that the 3D effect doesn’t affect how you target them. Where it did work is when an enemy got close to you. It was startling when a face if literally popping out of the TV at you.

I did get a head ache after about 3 hours, but that’s probably as much to do with the First Person Shooter as the 3D effect.

Overall, I think this is one of the best uses for 3D. It’s not gimmicky – not a trick – it just adds to the overall gameplay experience.

Based on the form factor, with an really ugly base and a mere 20 inch screen, I am thinking this must be for commercial / advertising applications, not home use.

The press releases mentions 9 images (the idea is that you’re eye will pick up only 2 of them. If there are images A, B, C, D, E, F, G, H, and I, and you are standing towards the left, your left eye will get say C and the right eye D). How the TV will generate 9 images is a little confusing to me. Either they’ll require that the content is produced with 9 cameras (unlikely, but possible for advertising applications), or they’ll use 2D->3D conversion technology to take a 2-image 3D image all the way to a 9-image 3D image.

The resolution is crappy – a mere 1280×720. But it lists 8,294,400 pixels. 1280 times 720 equals 921,600. Times 9 is 8,294,400.  So clearly, TV has a lot of pixes. Also, they’ll be squished vertically to work with the lenticular sheet.

http://www.toshiba.co.jp/regza/option/gl1/index_j.htm

http://www.google.com/hostednews/afp/article/ALeqM5huooA0dT2C4s_nwVA3fKa2ecI9Nw

The lowest line is the KDL-HX800. It doesn’t have 3d integrated, and it doesn’t have full-array LED. You’ll need to buy a 3D transmitter separately for about $50.

The next up is the XBR-LX900. It looks to be a KDL-HX800 but with integrated 3d transmitter. (Think of the L in LX as “3d is Lumped in”).

The top of the line is the XBR-HX909. This is the one with truly unique technology: full-array LED backlighting. But, in a move probably to save cost, this one doesn’t have integrated 3D transmitter. Full-Array LED backlighting deserves another post, but basically, it lights up the tv the way a marquee sign is lit – lots of little lights arranged in a grid. This allows what’s usually calling precision dimming – in darker parts of the image, both the LCD turns dark and the LED backlight is dimmed down. This creates really high contrast ratios.

By comparison, edge lighting is more like a florescent light in an office building – the light comes from a single (or small number of) bulb along the edge, but there are screens and filters to spread it out. When the image is supposed to be dark, these LED backlights are still on full blast. Only the LCD pixels themselves are used to try to dim out the image.

The Samsung C8000 series attempted to do a hybrid – the LED lights are along the edge, but they try to dim regions of the image as necessary. The Samsung C7000 does not: the LED lights are on at maximum intensity no matter how dark the image is supposed to be.

If cash were no object, get the XBR-HX909 and add on the 3D kit.

No more.

Today, Sony announced a complete 3D strategy, combining TVs and a firmware update for Blu-Ray disc players. There’s also some ancillary product they’ll try to push (receivers and remotes), but that secondary. There’s a big marketing blitz too.

Full Press Release Below.

[[[Sidebar: a dirty little secret of many blogs and news organizations is that they'll simply trim down a press release and pretend like they wrote it themselves. Sometimes they won't even edit the release at all! Check out coverage of this story:

http://www.hd-report.com/2010/06/09/sony-begins-selling-bravia-3d-hdtvs/

Compare that to a real news article: one with additional facts and independent analysis / reporting:

http://www.hollywoodreporter.com/hr/content_display/news/e3i2c459cc2537c11c442bd1b698b5b974e
http://ces.cnet.com/8301-31045_1-10428847-269.html

http://www.pcmag.com/article2/0,2817,2364880,00.asp

]]]

http://news.sel.sony.com/en/press_room/consumer/television/release/57679.html

SONY DELIVERS THE INDUSTRY’S LARGEST ARRAY OF 3D CAPABLE HDTVs AND HOME AUDIO AND VIDEO PRODUCTS

Pre-sales Begin for BRAVIA 3D HDTVs; 3D Upgrade For Earlier 2010 Blu-ray Models

SAN DIEGO, June 9, 2010 – Sony today announced that its 3D capable BRAVIA® HDTVs are now available for pre-sale at Sony Style stores and that its new integrated Blu-ray 3D™ devices will hit retail shelves beginning this July. Additionally, the company released a free firmware update that activates Blu-ray 3D capability for previously announced Blu-ray Disc models including the BDP-S470 and BDP-S570 players and the BDV-E570 and BDV-E770W home theater systems.

Sony now offers consumers the most diverse line of 3D capable home entertainment products including 19 BRAVIA® HDTVs, Blu-ray Disc players and theater systems, and audio/video components that offer various levels of performance and features.

Sony will support the 3D launch with an integrated marketing campaign featuring NFL quarterback Peyton Manning of the Indianapolis Colts, and Grammy® and Emmy® award-winning Jive/Sony Music artist Justin Timberlake aiming to deliver consumer education and eliminate 3D confusion.

“3D is revolutionizing the entertainment industry and only Sony is involved in every stage of the ecosystem,” said Chris Fawcett, vice president of Sony’s television business. “Leveraging deep 3D expertise from the company’s theatrical and professional groups, Sony products are optimized to offer the best possible 3D home entertainment experience.”

BRAVIA 3D HDTVs

Focusing on that high quality experience, Sony’s 3D capable BRAVIA HDTVs incorporate a frame sequential display with active-shutter glasses that work together with Sony’s proprietary high frame rate technology reproducing smooth, full high-definition 3D images.

The line-up includes the 3D integrated BRAVIA XBR-LX900 HDTV, which features a built-in 3D sync transmitter and two pair of active shutter glasses and the 3D ready BRAVIA XBR-HX909 and KDL-HX800 series 3D ready models which offer the option of adding the 3D sync transmitter and glasses at an additional cost.

The line features screen sizes including 40, 46, 52, 55, and 60-inches and ranges in price from around $2,100 (KDL-40HX800) to about $5,000 (XBR-60LX900).

Consumers who purchase and register one of the new 3D BRAVIA models will receive a copy of Sony Pictures Home Entertainment’s Blu-ray 3D™ title Cloudy With a Chance of Meatballs as well as Blu-ray 3D title Deep Sea. The sets will also include a PlayStation® Network voucher enabling 3D BRAVIA purchasers to download stereoscopic 3D gaming experiences on the PlayStation3 (PS3™) System (sold separately). The titles include PAIN (partial game) and MotorStorm®: Pacific Rift (demo) and full game downloads of WipEout® HD and Super StarDust™ HD.

BRAVIA XBR-LX900 Series Integrated 3D HDTVs

The full HD 1080p (1920 x 1080) BRAVIA XBR-LX900 series features integrated 3D functionality and includes the 60-inch XBR-60LX900 for about $5,000 and the 52-inch XBR-52LX900 for about $4,000.

The Monolithic Design, Edge LED backlight models also feature integrated Wi-Fi® (802.11n) for an easy connection to broadband home networks to access Sony’s BRAVIA Internet Video Platform and BRAVIA Internet Widgets, as well as Sony’s new premium video service, Qriocity.

BRAVIA XBR-HX909 Series 3D Ready HDTVs

The XBR-HX909 series is 3D ready with the addition of Sony active shutter glasses (about $150 per pair) and sync transmitter (about $50), both sold separately. The models feature full HD (1920 x 1080p) and Sony’s Intelligent Dynamic full array LED backlight. The Monolithic Design concept models include the 52-inch XBR-52HX909 for about $4,000 and the 46-inch XBR-46HX909 for about $3,500.

Sony’s Intelligent Dynamic LED backlighting improves contrast and dynamic range by local dimming that controls the LED backlight level by area so that detail is maintained in the dark areas, while other areas are driven near peak brightness. The models also include an RS-232c I/0 terminal for custom installation applications.

BRAVIA KDL-HX800 Series 3D Ready HDTVs

Also 3D ready (with the addition of Sony active shutter glasses and sync transmitter, sold separately), the BRAVIA KDL-HX800 series features full HD 1080p (1920 x 1080) and utilizes a Dynamic edge LED backlight with local dimming for improved contrast and dynamic range. The series includes the 55-inch class (54.6-inches measured diagonally) KDL-55HX800 for about $3,400, the 46-inch KDL-46HX800 for about $2,700, and the 40-inch KDL-40HX800 for about $2,100.

Blu-ray 3D Players

Available in July for about $300, Sony’s Blu-ray 3D BDP-S770 model offers built in Wi-Fi (802.11n) for easy access to Sony’s BRAVIA Internet Video platform and Qriocity.

Additionally, Sony’s BDP-S470 and BDP-S570 Blu-ray Disc players can be upgraded to play Blu-ray 3D with a free online firmware update that is now available. The update also adds Digital Living Network Alliance (DLNA®) compatibility to the models.

Blu-ray 3D Home Theater Systems

Also available this July for about $800, Sony’s new full HD 1080p 5.1 channel Blu-ray 3D capable home theater system (model BDV-HZ970W) features wireless capabilities via the included USB wireless LAN adapter (802.11n) allowing for easy access to the BRAVIA Internet Video platform and Qriocity.

The model also offers two HDMI inputs with 3D pass-through, HDMI repeater function, and a universal remote.

Sony’s BDV-E570 and BDV-E770W Blu-ray theater systems can now also be upgraded to Blu-ray 3D with the free firmware update. The update also adds DLNA compatibility to the units.

Unique to all Sony Blu-ray Disc players, users with an iPhone® or iPod® touch device can control the players using a free app called “BD Remote” which can be downloaded from the Apple App store. The app, will also be available soon for Android™ devices, allows the device to function as a remote control that includes the ability to access a Blu-ray Disc’s details such as jacket artwork, actor, and production information as well as search for additional video clips online.

3D Capable Home Audio Components

Sony also recently announced 3D capable home audio products including the STR-DN1010 audio/video receiver, the HT-CT350 and HT-CT150 3.1 channel sound bars, and the HT-SF470 5.1 channel home theater system. The models offer consumers flexible solutions to round out the Sony 3D experience and meet the demands of 3D home entertainment.

Additionally, Sony will add 3D capability to the previously announced STR-DH810 and STR-DH710 AV receivers through a firmware update later this month.

Integrated Marketing Campaign

Sony’s 3D advertising will start airing this week on national TV networks, accompanied by cinema, radio, print and digital ads throughout the year. Owing to the importance of clear consumer education on 3D, Sony will also spread the word about the new BRAVIA 3D TV’s through dedicated training events, displays at authorized Sony retailers, social networks, on SonyStyle.com, through Sony Style stores, and via email, direct mail, and free standing inserts.

The campaign was developed with support of Sony Electronics’ advertising agency 180 Los Angeles.

Specifications and images for all 3D products can be found at www.sony.com/news.

For further details and pre-orders, please visit www.sony.com/bravia or Sony Style retail stores across the country. These products and others can be found at Sony authorized retailers across the country.

To learn about the 3D world created by Sony, please visit www.sony.net/united/3D.

Verdict: Poor.

It may have been the movie itself (a small foreign film) or the equipment (though the screening was held at the AMPAS Pickford Center’s Linwood Theater).

Few issues:

- Though the left / right lenses are supposed to filter out wavelengths of red (or blue or green) light that are very close to each other, in reality there was a noticeable tint to the glasses. This is a big nono…

- It appeared to me that, again because the exact hue of the color was not perfectly matched in the left and right eye, there was some amount of disassociation between the left and right image. In other words, the hue was a touch different, so my eye did not interpret it as a left eye and right eye view of the same object.

- The image was dim. This is probably an equipment thing. But it was very very dark, and this on a relatively small screen.

- The glasses have small lenses. This makes it really obvious you are looking through glasses. The wide paddle on the side cut out your peripheral vision,which was annoying, and the vertical length of the lenses were so short, I couldn’t lean back and look down my nose at the screen. You can see how small the lens is here:

Overall verdict: RealD is the way to go.

According to the TimeWarnerCable guide for the Masters, there are 3 TVs that worked:

Panasonic Viera TC-P50VT20 (50″ Plasma)
Samsung UN55C7000 55-Inch 1080p 240 Hz 3D LED HDTV (Black)
Samsung UN46C7000 46-Inch 1080p 240 Hz 3D LED HDTV (Black)

The Panasonic TV does not seem to be widely available yet. I could find it on neither Amazon nor shopping.yahoo.com. So I don’t know if the model is already outdated, or if it is too new to be available at retail.

The 2 Samsung TVs look like good bets. Keep in mind that the Amazon SKU does not include glasses- you’ll need to purchase the Samsung 3D starter kit.

But while I was browsing around I also noticed what looked like a newer model.

UN46C8000

compared to the older model numbers, it definitely looks backward compatible:
UN46C7000

So what’s the difference between the two? What does the 8000 suffix mean? And is it worth an extra $200? IMHO, probably. The TV is a bit slimmer (0.9″ instead of 1.0″), and it has a variable contrast ratio technology branded “Precision Dimming”. Precision Dimming is supposed to reduce an effect calling blooming, where the light from an “on” pixel bleeds into an “off” pixel. The leaking light pollutes parts of the screen that are supposed to be pure black. Reviews online suggest it works, so although the TimeWarnerCable manual does not list the UN46C8000, that’s the TV I’d go with. There should be a 55 and 65 inch version coming according to this chart.

Good luck!

- Cheaper at larger sizes. Since 3D screens are generally larger, PDP overindexes in 3D markets
- Faster response times. This is a biggie. Here’s what’s going on.

An LCD uses polarization to control the intensity of each pixel. The speed at which a pixel can go on and off is called response time, and is usually measured in milliseconds, or thousands of a second. 2ms, 4ms, 8ms, – those are common values.

Plasma works by the ionization of gas, and it is fast. Turn on the juice, and the pixel lights up. Turn off the electricity, and the plasma immediately stops emitting light.

Where you see plasma’s advantage is when an object moves across the screen. If there are 1920 pixels across, and it takes 8 ms for a pixel to fully go dark, then a small dot moving across the screen will look blurred. If that dot is 20 pixels, and it moves across the screen in 1 second, then each pixel should be lit up about 10ms. if it takes another 8ms for the pixel to shut down, then the ball will look stretched to be about twice as wide as it should be.

http://www.reuters.com/article/idUSTRE63I0HQ20100419

In 2D, the LCD blur is annoying. In 3D, it can destroy the illusion of 3D, so it’s a just more important effect to try to fix, especially since 3D programming heavily skews towards action movies and fast-moving sports.

- seizures
- motion sickness
- cramps
- convulsions

Probably just some lawyers going overboard, but it would suck if you brought home that 3D TV and any of the above occured.

http://www.samsung.com/au/tv/warning.html

The TV has no idea whether the source video is 3D or not. If it is, then you’ll have a 3D image. If not, you’ll have garbage, as this TimeWarnerCable 3D manual on how to watch the Masters makes clear.

http://www.twondemand.com/masters/TWC_3DTV_Setup.pdf