LG Electronics set an aggressive sales target for 3D televisions, aiming to build a leadership position in an emerging market where competition is expected to heat up.
The company also today announced a partnership with Korea Digital Satellite Broadcasting (SkyLife), one of the biggest 3D content providers.
LG Electronics and SkyLife today signed a memorandum of understanding for the partnership to take the lead in the 3D TV industry, working together in developing technologies to set industry standards and deploying promotional activities to help expand the market.
LG announced Korea?s first 3D LCD TV in August 2009 and SkyLife will run a second trial of 3D broadcasting in January next year after airing earlier trial 3D content from October.
LG is the first TV manufacturer in the world to cooperate with a digital satellite broadcaster to map the standards for 3D images ranging from technologies, to devices and broadcasting content," said Dr. Woo Paik, President and Chief Technology Officer at LG Electronics. "The partnership will focus on developing technology that helps produce 3D images that don?t cause eye strain or dizziness -- an issue that has plagued previous technologies."
LG plans to introduce a wide range of 3D TVs ranging in size from 42- to 72-inches next year, following the 47-inch LCD 3D TV (47LH503D) this year. The company also plans to include 3D functionality in its flagship models for next year. The new series features an ultra-slim bezel which is expected to maximize the 3D effect. LG?s 3D technology will also find its way into 150-inch projectors in the coming year.
LG has been committed to bringing active TVs that only require shutter glasses to experience 3D images, as well as the passive models that include a filter over the screen. In addition, LG has developed a chipset to handle various types of 3D broadcast signals and continues to de-velop correcting technology that automatically controls the brightness of overlapped parts on each eye to ensure optimum 3D images.
Both LG and SkyLife have agreed to invest in creating 3D content. Starting with 3D broadcast-ing for the FIS Snowboard World Cup, both will continuously produce or distribute 3D content from sport to educational programs and movies from overseas.
The trial is initially commencing in Korea but LG is aiming to build up a global 3D TV market that includes the US and Europe. LG aims to secure and maintain leadership among 3D TV brands and has aggressive sales targets of 400,000 units in 2010 and 3.4 million units in 2011.
LG expects the 3D TV market to increase sharply as internal global surveys indicate that as many as 58 percent of consumers want to purchase 3D TVs. Up to 75 percent of consumers who have seen 3D images said that they?d like to watch them again. The company also expects strong support from the industry, including 3D broadcasters, 3D Blu-ray players, 3D game con-soles and 3D camcorder manufacturers.
LG will focus on extending the initiative in North America and Europe from 2010 and will launch 3D TVs in South and Central American and Asia from 2011. The market is expected to expand worldwide as the London 2012 Olympics are currently slated to be aired in 3D.
DisplaySearch predicts the volume of the 3D TV market to increase sharply to USD 1.1 billion in 2010, USD 2.8 billion in 2011, USD 4.6 billion in 2012, and as much as USD 15.8 billion by 2015.
Japanese makers also pin hopes on 3D TVs to revive their TV business after struggling under the strong yen and stiff competition with Korean competitors. Panasonic also plans to roll out 3D TVs in 2010.