Japan's high-tech giants are gearing up for a new battle over 3D televisions offering images that jump out of the screen, but some experts doubt they will be the next big thing.

Electronics makers such as Sony, Panasonic and Toshiba hope three dimensional movies will make the leap from the big screen into the home with cutting edge flat televisions on show this week at a trade fair east of Tokyo.

Panasonic unveiled a 50-inch plasma 3D television that it aims to start selling in the United States early next year, followed later by other markets.

The company sees the US as the perfect place to roll out the new technology due to growing interest generated by the widely anticipated release in December of "Avatar," a 3D film by "Titanic" producer James Cameron.

"The North American market is essential," said Nobuo Taketani, a manager in Panasonic's plasma TV business.

"We want to offer more Hollywood movies and want demand to explode there before trying it in Europe and Japan," he told AFP.

'Unlikely to splurge'

Sony plans to launch its first 3D Bravia LCD TV next year. Users will also be able to plug in their PlayStation consoles, Blu-ray DVD players and computers.

Viewers wear a pair of active shutter glasses that open and close rapidly in time with images designed for the right and left eye, creating a three-dimensional effect.

But given the high price — 3D TVs are expected to cost about 20 to 30 percent more than a high-definition plasma set — and the fact that users need to wear glasses, some experts believe they may only be a niche market for now.

"With the economy in a bad shape, consumers are unlikely to splurge on entertainment," said Credit Suisse analyst Koya Tabata. "But during huge sporting events like the World Cup and Olympics, we may see demand."

Even the companies acknowledge that 3D technology is likely to get off to a slow start.

"I think they will get a break in the US due to 3D films played in theatres there," said Toshiba engineer Tsutomu Sakamoto.

"But wearing glasses can be quite bothersome, so it's hard to say how much individual households will latch on to them," he said.

AFP

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