Count Sony in for 3 dimension TV war

Rich content separates ex-Japanese champ from rest of the field

By Kim Yoo-chul

LAS VEGAS ― Don’t dismiss Sony Corp.

The Japanese multinational is making a comeback through 3D television-related technologies, taking advantage of its competitive edge in content, brand awareness and product variants.

Samsung and LG are putting more emphasis on hardware-oriented 3D applications in the nascent but rapidly growing television segment. Sony is not one to be left behind.

``Sony is not just a TV-making company since we have been providing 3D solutions. High-definition (HD) is also popular with consumers,’’ said Masahiro Soga, a senior general manager of Sony’s Consumer, Professional and Devices Group, Monday.

In a news conference at a hotel in Las Vegas, the Sony executive said the Tokyo-based consumer electronics giant will expand 3D-embedded product lineups for balanced and sustainable business growth in the next “it’’ market.

``Sony is ideally positioned to take up a big share in many 3D-embedded fields, taking advantage of its rich content. Sony’s massive transition from hardware to software has saved it from outsourcing,’’ said a participant who identified himself as Keith at the ongoing NAB show in the Las Vegas Convention Center (LVCC).

NAB is an annual exhibition that is the world’s biggest in broadcasting equipment-related fair, which is often compared to the Consumer Electronics Show (CES).

This year’s show has drawn 1,500 media-related companies from 150 countries, officials said.

Sony is presenting workflow demonstrations that bring a highly-advanced 4K (4,000 pixels) resolution video from acquisition to production and display on its 4K SXRD digital camera and motion picture projectors.

A bigger portion of Sony’s NAB 2010 fair involved 3D-enabling equipment, and in the year that has passed the once TV-titan has been more than involved in stereoscopic video technology.

``Sony is moving beyond HD,’’ said a senior executive, adding he believes that the company will steal the limelight at the show by displaying more variants that utilize 3D, 4K and even OLED technology.

Strategic approaches

The concept of producing live 3D output that is more cost-effective is one of much-discussed topics at this year’s NAB, according to show organizers and officials.

``As well as the attention to the topic caused by Avatar movie director James Cameron and 3D innovator Vince Pace, show visitors are talking more about cost,’’ said one official.

Sony has a collection of new technologies aimed at cutting the costs of 3D production. That includes the introduction of a shoulder 3D camcorder.

The 4K PL-mount camera introduced by Sony employs an 8K resolution ― 8768X2324 pixel ― single CMOS sensor to offer a real 4K resolution experience, according to Sony officials.

With that, the recently-debuted PMWF3L Super 35 millimeter XDCAM EX-based camera is regarded as the ``hottest camera’’ in the industry.

``Because it uses a solid-state memory slot and allows two F3 cameras to be controlled by one camera remote at the same time, it makes it attractive for use in 3D applications for documentary movie making, giving it a natural type of motion picture production,’’ said Hong Ji-eun, a spokeswoman of Sony Korea Corporation.

Its MVS8000X switcher, already 3D capable, has also received refinements to offer even more 3D-related functionality and another Sony executive Kenichi Yamamoto said its growing presence on the 3D market is ``noticeable,’’ considering it hasn’t offered a standalone 3D camcorder to date.

Sony has been engaged in many business talks to export its latest broadcasting-related equipment and it said expectations are high amid the rising marketability of the overall 3D market.

``In the convergence era, Sony sees more business chances as we have improved our workflow in 3D eco-systems,’’ added Soga.

Next flat-screens arriving

Another noticeable thing in this year’s NAB is that organic LED or OLED screens ― which are the next-generation flat-screen technology after the conventional plasma and the industry’s current mainstream of LCD screens ― are becoming more affordable.

OLED screens have clearer images than LCD ones, however, cost still matters. The screens are currently being used for smaller high-end devices such as handsets.

Although the top TV maker Samsung is developing OLED televisions for first-mover advantage, it’s expected that the market for advanced and premium TVs is still 7 years away, according to market watchers and analysts.

Sony, which already commercialized 11-inch OLED TV and the prototype of its 27-inch OLED set, has released 17-inch and 25-inch OLED monitors for professional use.

``It’s been crucial to open the market. 3D images require clearer viewing and we will do more starting from professional use,’’ said Yang Woo-jin, general manager for the Planning and Marketing Division.

But Yang declined to unveil the name of its new customers for OLED monitors, though the monitors are expected to be shipped just right after NAB.

``This year will see more 3D films and programs by film makers and broadcasters, which means 3D-capable equipment is more than crucial. That’s a new but very attractive market,’’ said another participant at the show.

``Chances are that Sony could strengthen its lead in 3D-equipment for professional use because of lower costs and improved functionality.’’