Sony 3D TVs to hit Australia in July

Renai LeMay
Tuesday, 23 February 2010 10:59

Your IT - Entertainment

Consumer electronics giant Sony today revealed it was planning a push with 3D television technology into the Australian market in July, at which point it believed the whole ecosystem around the new platform would be ready.

At a glitzy marketing launch in Sydney this morning (pictured), senior global Sony executive Noritaka Sawamura said Sony believed in the 'total solution' for 3D, with content needing to line up with devices such as the company's PlayStation 3 console, professional cameras, its BRAVIA line-up of televisions and even its Vaio laptop range - and of course professional 3D glasses that would help to avoid flickering problems with 3D.

Sony Australia's deputy general manager of its consumer products division, Toby Barbour, said the company's line-up of 3D TVs would arrive in Australia in the July timeframe. The company has one model planned, the LX900, which has 3D fully integrated, and two other models, the HX800 and 900, which can display 3D with an optional accessory.

3D television technology is slowly coming to the market at the moment, with the success of director James Cameron's Avatar film driving consumer awareness of the potential of the new medium. Panasonic has also recently revealed it is planning to release 3D TV technology in Australia in mid-2010.

'This year represents the sunrise of 3D technology in Australia,' claimed Barbour. 'At the cusp of becoming a reality in homes in Australia, we will deliver our BRAVIA 3D TVs in July when the full 3D story can be realised - combining hardware and content.'

Pricing on the 3D models, however, has yet to be finalised. Most of the TVs without 3D capability will start to become available throughout March and April.