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Sony to reveal launch of 3D TV by end of 2010

LONDON - Sony is expected to launch its 3D television technology to consumers by the end of next year.

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Chief executive Howard Stringer will tell a technology trade show in Berlin today that Sony is ready to bring 3D to market, the Financial Times reports.

In excerpts of his planned speech, revealed by the FT, Stringer says: "Today, 3D is clearly on its way to the mass market.

"As with high definition a few years back, there are a variety of issues yet to be addressed. But the 3D train is on the track and we at Sony are ready to drive it home."

Unlike the polarisation technique used to make 3D films, Sony's 3D television will use "shutter" technology, which can darken one lens while the other remains transparent.

The shutters are controlled by signals sent from a transmitter to create the 3D experience.

In July, BSkyB said it was planning to launch Europe's first 3D channel next year, featuring a mix of films, entertainment and sport.

The service is to be available via Sky+HD set-top but viewers will need a "3D Ready" TV. Last year, BSkyB aired a live event, a concert by the rock band Keane, in 3D for the first time.

Sky and Sony have previously teamed up for a joint marketing push to promote Sky's HD channel and Sony's HD technology.

In January this year Howard stringer said that 3D and online connectivity were the bedrock of Sony's future growth plans.

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