Getting ahead

Toshiba aims to sell a 3D version of its new Regza LCD television ? powered by the Cell processor developed with Sony and IBM that is the brains in the PlayStation 3 ? sometime in the next fiscal year starting in April.

Billed as a world first, viewers can watch either two-dimensional or 3D images on the TV.

The price has not been announced but the standard non-3D Regza, which allows viewers to record up to eight channels, will be rolled out in December with a price tag of a little under one million yen ($11 250).

The success of the new TVs is likely depend on how many 3D movies and videogames are available.

Sony has an advantage in this respect because it also owns a Hollywood studio and aims to produce networked products that enable users to download content through the internet.

"When the content market grows, Sony is likely to be ahead of the curve in terms of the quality of its images and its vast holdings of games. That's when competition among different makers may start to take off," said Tabata.

Sony emerged victorious last year in a battle over high-definition DVDs, after its Blu-ray format trumped HD DVD, pushed by the rival Toshiba-led camp, to become the industry standard.

Panasonic is also cautious about the outlook for 3D TVs, which it expects to make up just three percent of its flat-panel display sales for the next decade.

Other companies also see new horizons for 3D technology at CEATEC, Asia's largest electronics fair which runs until 10 October.

Fujitsu showed off a cellphone with a 3D motion sensor that teaches users how to perfect their golf swing.