News IBC
IBC News

Taking the gimmick out of 3D TV

9 September 2012
Taking the gimmick out of 3D TV

Dolby and Philips are set to take the gimmick-factor out of 3D TV following its current cumbersome consumer image, with a joint project that has resulted in Dolby 3D. This is designed to deliver full HD 3D content to 3D-enabled devices including glasses-free displays. Roland Vlaicu (pictured left), senior director for broadcast video ecosystems at Dolby, told The IBC Daily: “3D has been pushed into the gimmicky section as it has been unwieldy to use in the home. We want to make it seamless, so when 3D content is available on TV or video, you as a user don’t have to do anything. “3D has the potential to become the norm in the long run, but only if the experience is convenient and painless,” he added. “Dolby 3D is designed to change things for the consumer, to make 3D comfortable to use, enjoyable and adjustable to everyone’s personal preference.” Glasses-free 3D TV will be widely available at affordable prices from 2014, Vlaicu estimated. He said manufacturers will bring flagship expensive products out during 2013, although Toshiba already has first mover status with its cool but high priced 55ZL2. Meanwhile, Dolby has announced at the show that Dolby Digital Plus audio has been chosen as part of the digital terrestrial television (DTT) standard for South Africa. The South African Bureau of Standards (SABS) recently published the South African National Standard (Edition Two), having chosen to adopt the DVB-T2 standard for digital broadcasting. The latest standard sets out the minimum technical requirements for standard definition and high definition set-top box decoders for free-to-air digital terrestrial television in South Africa, and Dolby Digital Plus has been identified as a key element of the specification. – Heather McLean2.A31

Similar stories
RELATED WHITEPAPERS