Full HD 3D spec to be announced in December, Panasonic says it will be first to launch kit

The final specification for 3D Blu-ray is expected to be published in December, the Blu-ray Disc Association announced at its IFA press conference in Berlin. 'This is necessary to allow hardware – both screens and players – to be launched during 2010,' explained Victor Matsuda, the BDA's chairman of global promotions.

While not all CE companies are fast-tracking 3D tech (Philips, Sharp, Samsung and Toshiba have all played it down) Panasonic intends to make the third dimension core to its 2010 AV range.

'We will be the first with Full HD 3D,' declared Mamoru Yohshida, at Panasonic's IFA press briefing.'The BDA is adopting our Full HD 3D concept. We are not just device manufacturers. We strongly believe in creating a synergy between 3D content and 3D products... and we are the only AV manufacturer with a research and development laboratory in Hollywood. We have put all our research and development into 3D'

A special time
Panasonic confirmed that it has developed a double-speed Uniphier chipset specifically for 3D BD players and has set itself the ambitious task of doubling flatscreen sales next year. According to the brand's European CEO Laurent Abadie, Panasonic will sell '15.5 million TVs in 2010, ' and 3D, alongside new eco technologies, is being positioned to drive that.

According to Yoshiku Miyata, senior VP for Panasonic's AVC Network company:' This is a very special time for TV.'

However, doubts remain about just how fast 3D will take off with consumers. Jim Bottoms, the director of market analyst Futuresource Consulting told HCC: 'This isn't going to be a business that makes any money in 2010 or 2011, but Hollywood studios have shown that they are prepared to invest millions of dollars in what is a new format.' People could eventually end up with 3D almost by default, he noted.