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Panasonic: 3D still a ‘key feature’ for the TV market

Luke Johnson


Pansonic says 3D isn't dead but we don't believe them

Despite a continued lack of content and waning consumer interest, Panasonic has claimed 3D is still a ‘key feature’ for the TV scene.

Although in past years 3D has been the buzzword of the home entertainment sector, recently it has been superseded by Smart connectivity and 4K visuals. Despite this drop is focus, however, Panasonic has insisted that 3D is not dead yet.

“I think [3D] is still very much a key feature on the TVs and it’s linked to content,” Craig Cunningham, a Panasonic Product Manager for the UK and Ireland said speaking with TrustedReviews.

Despite broadcasters continuing to reduce their 3D efforts, and fewer 3D films making its to cinemas, Cunningham has insisted that extra dimensional content will still drive adoption of 3D TVs for the home.

When good content comes out people will start to talk about 3D again,” he told us. “Avatar really led the way but it was quite a long while ago.”

He added: “Gravity is quite recent and that in 3D is much better than watching it in 2D. As long as 3D is adding to the experience, I think it is really well appreciated by the consumer.

“I think when it’s just doing 3D for 3D’s sake it hasn’t been accepted quite as well.”

Although content is key, Cunningham has confirmed Panasonic will continue to do its part to support the future of 3D, with the ‘key feature’ to remain prominent on its forthcoming TV lines.

“You’ll see when you see our full line-up for next year, 3D is still very much a part of it,” he said. “It’s not going to be a kind of hero message the way 4K is or the way smart is.”

Although Panasonic has offered its continued backing to the 3D TV space, earlier this year Toshiba told us it doesn’t see the 3D market progressing much further.

Speaking exclusively with TrustedReviews during CES 2014, an official Toshiba spokesperson told us “No, there is not still demand for 3D.”

He added: “We have not seen a huge demand for 3D and we do not see that trend extending its lifeline much further.”

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Martyn Butler

March 15, 2014, 8:55 pm

Im bored with all the 3D knockers - its cheap enough to add now even on budget TV's
Its a shame BBC gave up because we NEED 3D skills and programme makers could have done some very clever things with it but they never gave the creative's the tools to experiment so will be left behind.
SOME things Dr Who, Science, Nature, Educational can be BETTER in 3D - but it will take time, so if you dont like 3D great carry on as you are but stop talking it down - some of us LOVE it.


March 16, 2014, 11:51 pm

I think some of us just want 3D that works, and that means without glasses and without the drawbacks this brings like reduced brightness, ghosting and/or reduced resolution, plus having to wear an extra pair of glasses for specs-wearers like me.

I agree, that on the big screen at the cinema, 3D can be a compelling experience. It's in a normal-sized living room, on a 40" or smaller TV, where I'm yet to be convinced.


March 17, 2014, 12:46 pm

In a museum in London recently I saw a glasses-free 3D TV running some CGI dinosaur footage. The little extra depth it added to the image was in my opinion beneficial. I don't think massive field of depth, things swinging out into your face etc is needed. I certainly would take advantage of adding that depth to my viewing experience if it were available to me. Not sure I'd ever want to it at home wearing glasses though.

I think 3D will stay around and it will get better, and only then will it be a more common format. Even still it's not very advantageous.


March 20, 2014, 4:01 am

Totally agree. I love 3D. And the 3D on the new Bravias is awesome - just as good as the cinema. It sux that people keep talking it down. I think it should be an OPTION on all new movies and games - that is, if you don't want to watch/play in 3D - then you simply do not enable the 3D. It is a retrograde step to take options away. Sure, don't force it on people, but allow those who like it to enable it. They really did not give it long enough. For me, when 3D was at its peak and there were heaps of movies and games in 3D, I didn't have a 3D TV. Now, I have a great 3D TV, and content providers seem to have have dismissed it as "not popular enough." Well, that is because it it takes time for people to upgrade their large TVs.

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