Panasonic 3D TV
Panasonic has confirmed it will launch Full HD 3D TVs and Blu-ray players in 2010, but details of launch dates and products remain thin on the ground

Panasonic unveiled its Full HD 3D TV “extravaganza” at IFA in Berlin this morning, with 3D trailers of James Cameron's forthcoming 3D film Avatar. The company even flew in Avatar producer Jon Landau – who produced Titanic with Cameron – to wax lyrical about 3D technology.

Once again, Panasonic confirmed it will launch 3D TVs and Blu-ray players in 2010, but specific details of models and launch dates are thin on the ground here at IFA.

And there was no mention of rival 3D TV formats from the likes of Sony and Sky TV, or how Panasonic's system might integrate with those.

However, there was plenty of rhetoric about the “digital hearth” and how we'll all soon be clustering round our 3D TVs rather than the fire, as we used to do in the olden days.

Laurent Abadie, the newly appointed CEO for Panasonic Europe, says: “All our R&D effort and all our enthusiasm has gone into developing 3D TV. Let's step into the 3D world and live in it.”

More after the break

Yoshiiku Miyata, vice-president of Visual Products and Display Business Group at Panasonic, adds: “One issue has not been resolved: real life is 3D, but TV pictures are still 2D. This is about to change forever. Today Panasonic is showing a new visual revolution.”

Panasonic Hollywood LaboratoryMiyata points out that Panasonic is the only AV manufacturer with its own 3D studio in Hollywood, capable of shooting and editing 3D footage. The company is working closely with James Cameron on Avatar, and using clips from the film – due out this December – to demonstrate 3D TV.

It is also demoing clips of the forthcoming 3D video game of Avatar, developed by Ubisoft, in one of two 3D cinemas here at IFA.

To view the clips in 3D you have to wear a set of special glasses, and we've just seen the full demo. Watching the film feels a bit like watching a video game, and while the 3D effect certainly works, it does give a slightly strange feel to on-screen motion.

Panasonic's 3D system uses frame sequential technology to create two separate video channels, one for each eye, scanned at double the normal frame rate.  The 1080p picture is processed using the company's UniPhier engine.

On its roadmap for 3D TV, Panasonic also says it will develop 3D Blu-ray recorders and 3D home cinema in a box systems, but again precise details remain sketchy.

One things for sure: the battle for supremacy in the world of 3D TV has just begun.