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3D ‘now a given feature’ says TV retailer

Luke Johnson



Despite failing to revolutionise the industry as many had predicted, 3D has now become a ‘given feature’ of the TV scene, a leading retailer has told TrustedReviews.

Speaking on the ever evolving TV market, retail giant John Lewis has claimed that consumers now expect 3D capabilities as standard on virtually all new TV purchases.

“3D has become a given feature now,” John Kempner, a lead TV Buyer with John Lewis has told us.

He added: “Virtually every TV we sell is now 3D, or at least 3D ready, so it is still very much there, it is just now that customers expect their TV to be 3D.”

Although having suggested that 3D has become an expected standard of new TV purchases, Kempner has remained cagey around how frequently these extra-dimensional features are actually used.

“I don’t know how many people actually view 3D content in their home though,” the buyer said. “There isn’t a great deal of 3D content because the broadcasters have perhaps been a little reluctant to invest heavily in 3D.”

With 3D making ways to 4K as the latest flagship feature on new high-end TVs, Kempner has suggested that the industry has learnt from this lack of 3D content and will not make the same mistakes when it comes to UHD sets.

“The industry has learned from the lack of 3D content,” he said. “From talking to manufacturers, 4K will become the norm over the next few years in the same way that a few years ago we had only just started having Full HD TVs.”

Do you expect 3D as a standard feature on your next TV purchase? Let us know via the comments box below.

Read More: Best 3D TVs

Tim Sutton

January 19, 2014, 7:15 pm

Given = essentially meaningless to consumers when making a decision on a TV?

Because I would certainly agree with that. If I was choosing between two TVs and one didn't offer 3D it would not sway my decision in the slightest.


January 20, 2014, 12:45 pm

Oh good i wondering what the next pointless John Lewis story would be...


January 20, 2014, 4:10 pm

Keith, Tim, pointless comments, seems that you are haters of 3d. if there was a 3D TV and non 3D, why would i want to pick up non 3D TV?, or black and white? or the one without sound? you guys still live in caves

Tim Sutton

January 21, 2014, 11:15 am

I would pick the TV that performed better at the things I would actually use it for.

Since the 3D feature of any TV is essentially pointless, it would be ridiculous to not choose a model that was otherwise excellent just because it did not have 3D.

Which is what I said.

From my cave, apparently.


January 21, 2014, 12:22 pm

Well done for completely missing the point.... I'm a hater of pointless stories, the author appears to have a thing for John Lewis, who cares what John Lewis thinks?? As for 3D itself the general apathy towards 3D is well known, even the manufacturers don't really push it anymore as they've realized no one really cares, they've moved on to pushing 4k...the new curved ones will fit in my cave nicely.....


January 21, 2014, 3:35 pm

So last week "3D capabilities are becoming less important" http://www.trustedreviews.com/..., and now this week the same retailer claims "3D is a given".
What will you report next week? "3D TV ate my hamster" ?


January 21, 2014, 3:37 pm

But every 4K TV is a 3D TV, so whilst they might be pushing 4K as the new must have, no manufacturer has abandoned 3D. Most reviews also state that the 3D experience is much better on 4K TVs, so it may well revive interest 3D in the process.


January 21, 2014, 3:38 pm

I think the two points are related actually. 3D has become less important because people simply expect it to be there, in the same way that you expect your TV to have a TV remote. It's become a standard feature, not a 'serious selling point'.


January 21, 2014, 4:02 pm

Move over Samsung, Panasonic, Sony etc we don't need your facts we want to hear more about what some bloke from John Lewis has to say, if he's on holiday maybe TrustedReviews could ask 'White Van Man' his thoughts on technology....

Mike Magnum

May 3, 2014, 1:42 am

Why do people act like 3D is something that you going to watch all day long. No their not 3D content of every channel. But you wouldn't want to watch it all day anyways. Because you become numb to the effect. 3D is better off as a feature and not the main attraction. Frankly their is plenty of content in the form of 3D Movies and Games. And there not enough good stuff on TV to even bother watching in 3D.

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