More 3D TV Retail Challenges Revealed in Panasonic 3D TV Demo
Challenges in demonstrating 3D TV at retail emerged this week at a 3D event that Panasonic held in Manhattan. The company offered demos to show off the benefits of its latest-generation plasma technology in the VT series of 3D TVs. It features a new fast-switching phosphor that’s said to reduce crosstalk, a new filter system that blocks out ambient light, and a no-pre-discharge control system said to produce faster illumination of the pixels for improved brightness and contrast ratio.
The demo, which included two Panasonic plasma models, a Samsung LED LCD TV and a Samsung plasma TV, was intended to show reduced crosstalk capabilities of the Panasonic technology. But unexpected problems cropped up, including some that have emerged with other manufacturers’ early 3D demos (CED May 28 p1). With four 3D TVs side by side, interference kicked in as the active-shutter glasses, made by RealD, attempted to resolve the eight 3D signals. As a result, the 3D images randomly appeared in and out of sync and occasionally locked up altogether. Although the problem wouldn’t come up in a home, it could easily play out at retail among 3D TVs demoed near each another.
During the demo, we were surprised to see that 3D images on the Samsung plasma model were viewable with the Panasonic glasses. Tougher testing probably would turn up problems from timing differences between the signals from the TVs and the glasses, but a viewer could take a pair of Panasonic glasses to a friend’s house to watch a Samsung 3D TV instead of buying another pair of $149 glasses.
The glasses themselves were cumbersome and confusing, a situation that will puzzle shoppers at retail. Turning on the glasses involves pressing and holding the power button and then waiting for a flashing or non-flashing light to indicate that the power is on. It would be easy for a shopper to conclude that a pair of glasses wasn’t working properly. The fit, perhaps the most important aspect of the 3D experience, could easily be a deal-breaker in early buying decisions, we found. We had to hold the glasses in place with a hand -- on all models auditioned -- because they're so large. Only one size of glasses is available from Panasonic, and Julie Baumann, product manager for display products, said the company has no information about additional sizes at this time. “We'll be making other sizes, presumably for adults and kids, but I don’t envision a small-medium-large-extra-large kind of thing.” She said adjustable glasses are a possibility. The current VT series of 50-, 54-, 58- and 65-inch TVs ship with one pair of the adult glasses, rendering movies like the one shown at the demo, Ice Age: Dawn of the Dinosaurs, virtually inaccessible to children. “We know we have to make children’s glasses as well,” she said.
Baumann said Panasonic -- which launched the 3D VT series in Magnolia Home Theater sections of Best Buy stores in March -- is shipping to 595 additional regional retail locations including hhgregg, Abt Electronics, 6th Avenue Electronics and P.C. Richard stores. Panasonic recently began offering the regional dealers end-cap solutions with 3D Blu-ray Disc players for 50-inch models, Baumann said. Early 3D feedback from dealers includes interference issues with fluorescent lighting. 3D TVs need to be at least 48 inches from fluorescent lights to avoid interference, Baumann said. Regarding glasses, dealers have reported an additional two pairs of glasses typically sold with each 3D TV, she said.
Baumann said three 3D channels are coming midmonth from DirecTV, including 85 World Cup events on ESPN. Additional content will roll out from YES, including New York Yankees baseball games in 3D next month, and the Discovery Channel in late 2010 or early 2011. Also on the docket is content from privately held Wealth TV that’s due in 30-45 days and HD Net, which hasn’t disclosed a schedule.
Wealth TV is a luxury and entertainment lifestyle network that has worked with Randall Dark Productions, of Austin, Texas, to produce a 3D travelogue, according to the company website. Company President Charles Herring told us that Wealth TV finished live 3D TV tests in May, uplinking short 3D vignettes from Wealth TV’s San Diego operations with confirmation of “proper live viewing” across existing operators along with storage and playback on HD DVRs. “Based on numerous live successful tests,” Herring said, “we are ready to send out 3D content."
Herring said Wealth TV, which has full production, origination and uplink capabilities, is capturing 3D in full HD using two HD camera rigs. “We will initially distribute content in 1080i frame-compatible side-by-side format,” which he envisions as the standard for most 3D deployments “for the foreseeable future, except for fast-moving content such as sports, which may choose 720p, over-under."
The initial 3D episode includes footage from the Smoky Mountains, along with theme park attractions and local entertainment from Tennessee. Wealth TV has begun creating a library of 3D content under its Wow series including nature programming and car show coverage. Additional 3D genres will include travel and culture shows, culinary and beverages, trends and fashion, homes/gardens/estates, exotic cars, and “a small percentage of family-friendly movies.” The company is shooting June 15 the first 3D production at the Hearst Castle in San Simeon, Calif.