Good news: Sony backflips on 3D release date

By Patrick Avenell

SYDNEY, NSW: Sony Australia last night gave in to pressure from consumers and rival suppliers by announcing that it was fast-tracking its first shipment on 3D TVs. Originally slated for release in July, Sony Australia managing director Carl Rose said the first Bravia 3Ds will be on sale this month.

The news that a “limited shipment” of Bravias will be available in time for the World Cup runs contra to previously reiterated statements as to its availability.

On 19 April, one week after Samsung’s 3D launch and release to retail, a Sony spokesperson told that “Sony will still be launching 3D TV in July as scheduled”. This is in direct response to the question of whether Sony would be advancing its 3D release date.

Regardless of this sudden shift, the introduction of Sony 3D Bravias onto the market is good for consumers and retailers, as the extra exposure of the technology provides greater economies of scale for marketing and promotion.

“The arrival of Sony’s 3D technology in Australia will be remembered as a defining moment in home entertainment,” Rose said in a statement.

“Not since colour TV hit our shores has there been such enthusiasm for a home entertainment technology – I’ve certainly never seen anything like it in my 25 years in the industry. For nearly a century, we have been taking the world that we live in, that we see in 3D, and watching it back in 2D. Now technology has caught up with reality.”

“As the only company with expertise in all areas of 3D – ranging from content capture and production through to home entertainment devices – Sony is continuously delivering unique 3D experiences from the lens right through to the lounge room.”

Once Sony’s TVs are on the market, Panasonic will be the only supplier to have not released 3D TV to retail.

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