Sony Corp. is teaming with the world’s most dominant provider of 3D technology in theaters, RealD, for Sony’s Bravia LCD TV displays and other consumer electronics products beginning in 2010.
The announcement came today, just hours after the home entertainment industry’s Blu-ray Disc Association announced industry-wide specifications for 3D in Blu-ray players.
Sony and RealD have created a non-exclusive technology partnership pact in which Sony will license the stereoscopic RealD Format, know-how in producing active and passive 3D eyewear and other RealD technologies.
“Sony has its proprietary LCD panel driving technology to reproduce full HD 3D images on the screen of new “BRAVIA” LCD TVs, which will work in sync with new 3D eyewear based on RealD’s technology,” said Hiroshi Yoshioka, Executive Deputy President, Officer in charge of Consumer Products and Devices Group, Sony Corporation.
“We are thrilled to partner with Sony on 3D eyewear and to integrate support for the RealD Format into Sony ‘BRAVIA’ LCD TVs and other Sony products,” said Michael V. Lewis, Chairman and CEO of RealD. This collaboration enables the distribution of high-quality 3D content to Sony displays through the existing HD infrastructure, a vital element to the widespread adoption of 3D in the home.”
The companies are working in partnership to bring to market 3D compatible “BRAVIA” LCD high definition TVs and other consumer products in Sony’s current and future portfolio that will support the stereoscopic RealD Format. The RealD Format is a side-by-side 3D format capable of delivering crisp, clear, high-quality 3D utilizing all channels of the existing HD broadcast infrastructure.