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John Lewis: 3D TV capabilities are ‘becoming less important’

Luke Johnson



3D was the buzzword of the TV industry not too long ago, now, however, retailer John Lewis has suggested that 3D TV capabilities are “becoming less important.”

With 3D TVs having fallen something by the wayside after years as the industry’s latest must-have feature, the rise of 4K panels and Smart TV connectivity is reportedly making the extra-dimensional technology a “less important” addition.

“3D is certainly becoming less important,” John Kempner, a lead TV Buyer with retail giant John Lewis has told TrustedReviews.

He added: “It’s not the new feature anymore, clearly 4K and Smart are where all the developments and advancements are being made.”

Although suggesting that 3D is becoming a ‘less important’ feature on new TVs, Kempner has claimed that the glasses-necessary technology is not totally defunct just yet.

“I wouldn’t say 3D is dead though,” he told us. “All the new TVs we are seeing have 3D capabilities so it is still absolutely there, but there are now more important technologies coming through to improve the viewing experience.”

Highlighting one of the many reasons why 3D TVs have failed to engage consumers’ imaginations, the John Lewis buyer stated: “There isn’t a great deal of 3D content because the broadcasters have perhaps been a little reluctant to invest heavily in 3D.”

Is 3D a feature you still look out for when buying a new TV? Let us know via the comments section below.

Read More: Best 3D TVs


January 16, 2014, 9:44 am

Well, if 3D didn't take off because of lack of content, what does that say about 4K!


January 16, 2014, 11:24 am

With Netflix priming to deliver 4K streaming video, I don't think we'll suffer the same lack of content as we did with 3D.

Tim Sutton

January 16, 2014, 11:27 am

I'm no technology clairvoyant, but 3D was always just snake oil for the gullible.

There's STILL no standard, there's very little content, and 3D visuals on a 2D plane just plain doesn't work.

Every 25 years 3D seems to come around again for a few years and people who've forgotten it doesn't really work go nuts for it for a bit until they remember why they stopped using it last time around.

So see you all in 2040 when we can go though the whole annoying thing all over again.


January 16, 2014, 12:20 pm

A strange report that claims "3D TVs have fallen by the wayside" whilst at the same time recognising that "all new TVs have 3D capability". So which is it?

You might as well write a report claiming "HD TV's have fallen by the wayside" because that is also no longer "the industry's latest must have feature" either...

The fact is simply that all new TVs are HD, 3D, Smart, and 4K is next thing happening but in the process is not replacing HD, 3D, or smart, just complementing and extending them - in the same way that 3D didn't replace HD...

If 3D is falling because of a lack of content - then it is going to be a long time before 4K takes off as whilst 3D could be accommodated fairly easily in existing distribution methods such as broadcast TV and bluray, 4K is more difficult to accommodate without changing the distribution (thought that will happen).

When do the BBC plan 4K broadcasts for example? As they still constitute the majority of viewing in the UK and only when they start 4K broadcasts will large numbers of viewers even contemplate buying a new TV for it.


January 16, 2014, 1:26 pm

Cost was/is a major barrier too. With some of the glasses being 150+ a pop, it's just too expensive. God forbid you accidently broke a pair, or two...

You don't need special glasses to appreciate 4k.


January 16, 2014, 11:37 pm

lol I know a lot of people who bought their tvs for 3d and none of them watch more than 1-2 movies in 3d a year, Its simple people don't wana wear glasses while wanting tv. Its not rocket science.


January 17, 2014, 11:42 am

3D is another techy, pain in the ass "must have", that is not needed.


January 17, 2014, 5:00 pm

3D Is a very viable Product. Lack of actual Advertising and Good Marketing is all that 3D really needs to take off. If you, like myself have experienced the new NVidia 3D Vision and the 3D Active Shutter setup, the Depth and everything is phenomenal. Really I had to discover 3D on my own because lack of any retailers showing it off properly. 4K you say, its no where near like 3D is yet everyone follows the New Tech rather than the working tech. Debunking 3D is good if you are talking the red/blue glasses, Really not setup right, and the new NVidia 3D Vision and 3D Active Shutters are not for everyone, as some can not visually tolerate the shutters. Thus Passive Shutters. Overall 3D and 3D Vision is very very well implemented, Just poorly advertised. HD is not always needed, the 3:4 TVs were fine and the techno people Pushed into LCD and Plasma and now look, millions of LCD Displays, and TVs out there of varying sizes, why, Good Advertising. Use Less Space on your Desk, smaller desks, and have a larger screen with better brightness.Its all in how things are presented to you and others. Using 3D is a Impressive entertainment with the DTS Master and DD High Definition Audio too. Games Movies entertainment all in 3D Vision and Audio that is what everyone that loves entertainment wants. 3D Will come and stay as it has been tried and true even though many way its not good at all. Really how can you say anything unless you have Actually Experienced it? Experience a 3D Movie in a home not the theater, With the Full Audio experience you'll never go back to 2D after. On a PC they can use the NVidia 3D Vision setup and see the Real Potential of 3D as the logo stick out of the display, as it appears in 3D and you try to grab it. Really 3D has very good potential, only thing it really needs is someone to actually see it and experience it before debunking it.

Gavin Martin

January 17, 2014, 8:19 pm

In the 2 years, 2 months since I got a 3D capable TV I've watched two 3D movies. There are some cool effects but IMO it dulls the colours in the movie and at times gives me a headache. I'd rather just watch the film than watch out for gimmicky 3D effects. I tend to always pick the 2D showing at the cinema, too (although it's pretty cool if done right, I recall Prometheus using 3D to create an immersive depth of field, as opposed to things popping out of the screen).

Only reason I got the 3D TV (Panasonic 46GT30) was that the manufacturers tend to put the tech in all their mid-high end products, so if you want the better TVs you end up with 3D by default whether you want it or not.

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