TOKYO -- Japanese electronics maker Toshiba Corp. said Tuesday it is developing technology for a 3-D television that won't require special glasses.
Company spokeswoman Yuko Sugahara confirmed such technology was in the works. But she declined to comment on a report in the Yomiuri newspaper that the Tokyo-based company plans to start selling the new TVs by the end of the year.
Mainstream 3-D TVs now on sale, such as those from rivals Panasonic Corp. and Sony Corp., require glasses. But there are already screens that don't require glasses, mainly intended for store displays. They require the viewer to stand in specific spots for the 3-D effect to emerge, and the image quality is much lower than that of screens using glasses.
Yomiuri said Mitsubishi's technology involves transmitting different images at various angles to create an illusion of dimension and depth, a principle used by current glasses-free monitors.
Electronics companies have been investing heavily in 3-D technology for televisions, betting that people will want a 3-D experience at home following the success of blockbuster movies such as "Avatar," which was screened in 3-D.
Some gadgets such as handheld game machines from Nintendo Co. can deliver 3-D images without special glasses.
"Many people don't like to wear glasses to watch TV for a long time, especially people who must wear 3-D glasses over regular glasses," Sugahara said.
Sony said its new TVs are still in development but hopes they will eventually boost consumer demand for 3D sets.
3D glasses, which cost more than £100, have been criticised by consumers for being too expensive, cumbersome and uncomfortable. “We know people complain about wearing them,” said Sony boss Sir Howard Stringer.
His firm refuses to reveal the technology behind its prototypes, which can be viewed at full effect from any angle, or say when they will go on sale.
But technology analyst Rob Enderle said: “Toshiba's glasses-free technology uses a special lens that angles left and right images to each eye, similar to 3D printed photographs of years ago.”
Experts say abandoning glasses is key to boosting disappointing sales.
“Glasses-free 3D is the only way these TVs will ever become mainstream,” said Will Findlater, editor of Stuff magazine. “To make people wear glasses every time they want to watch TV is simply ludicrous and most aren't willing to do it at home.”
He also predicted the first glasses-free sets will be far more expensive than current 3D models and added that broadcasters have so far failed to make enough films and programmes in 3D.
