TV manufacturer Sony sees the Bravia Internet Video platform as a key way to deliver 3D content to consumers, according to the companys head of public affairs, Adrian Northover Smith.
Smith, addressing InformaÂs 3D TV World Forum in London this morning, said that the connected TV platform, together with its ownership of Hollywood studio Sony Pictures, would Âenable us to deliver 3D content directly to the TV setÂ.
Smith also said that 3D would soon be seen as a natural add-on to a TV purchase by consumers. ÂAlthough very few people intend to buy a 3D TV [specifically], many will buy a TV and 3D will become a wrap-up with your new TV set,Â he said. However, for TV manufacturers, the sale of ÂpassiveÂ screens in combination with active shutter 3D glasses meant there was no premium on the sale of the screen, he said.
Addressing the same conference, Kevin OÂNeill, head of on-demand development at UK cable operator Virgin Media, said that Virgin MediaÂs own research showed that about 6% of its customers were Âactively looking to purchase a 3D TV in the near futureÂ.
ÂThe price of TVs has started dropping,Â said OÂNeill, adding that 3D capability only accounted for a part of the cost of internet-capable higher-range models.
Virgin Media, which launched 3D as part of its on-demand service, yesterday announced that its first linear broadcast in the format would be EurosportÂs coverage of the French Open Tennis championship. OÂNeill said that about 35,000 subscribers had used the 3D service to date.Â
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