Electronic Arts Korea Follows Up!

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By Neil Schneider

A few weeks ago, we had the pleasure of interviewing Byun Ji Hwan, Publishing Manager for Electronic Arts Korea (EAK), and Kevin Lee (Lee Kyung Sik), Vice President of the Visual Display Division for Samsung regarding a press release about their joint collaboration on the new Samsung Plasma 3D HDTV. Since then, our members have asked a slew of follow-up questions.

EAK and Samsung are back to collect, and there were more than enough questions to answer. To make things easier, the interview was divided into two parts. The first part with Electronic Arts Korea today, and the second part with Samsung tomorrow. There was a bit of a language barrier so some of the answers didn’t quite fit the question, but the core messages are all there.

Before reading through the follow-up questions, read through the first interview HERE. Remember, all follow-up questions posted are from MTBS members and were sourced from HERE. I apologize if we couldn’t get all the questions answered.

1. Will I have a choice of using XP or Vista with your games in stereoscopic 3D (S-3D)?

EAK: No matter what operating system you choose, XP or Vista, you can enjoy games in S-3D. However, you can be sure that games with the Vista certification logo will also provide best results using the Windows XP system.

2. How do you see your games working with consoles? Will it be implemented in the consoles natively, or do you see a console to HDTV 2D/3D conversion algorithm (e.g. like converting a 2D movie to 3D on the fly but with video games)?

EAK: It doesn’t have any algorithm in the game itself. So far algorithm is realized by S-3D chipsets in PDP and is only available for the PC. EA Korea has had a good start with Samsung’s S-3D TV, and will help to look further into extending this to consoles. This will warrant internal discussion with the global development team.

3. In my eyes, consoles should be a prime target for a combined Samsung/EA marketing campaign as nearly all consoles are connected to a TV whereas very few PC’s are part of the living room. Does EA have a program in place, similar to TWIMTBP at NVIDIA, but targeted towards the console market?

EAK: Yes, Samsung has already started talking to NVIDIA about collaborations between the two entities. EA doesn’t have any plans on this front yet.

4. 2D/3D conversion doesn’t always look good. Do you see a risk of this harming the success of S-3D because of a bad first impression?

EAK: We can’t comment on this but if you watch EA games through the S-3D, I am sure that you would be mesmerized by the expression, distance, color penetration, and the perspective.

5. Will I be able to adjust the separation and convergence of the stereoscopic 3D (S-3D) settings according to my taste?

EAK: No, it is not possible to adjust the separation and convergence of the S-3D. Systematically, EA games do not allow you to adjust 3D-settings as of the moment, and I don’t see much chance of it happening anytime soon. In the near future, given that EA will collaborate with Samsung more closely, I think it could be possible.

6. Many of the older titles from EA are even better in S-3D than they were the first time. Will we be seeing anniversary packs, or free patches with some still commercially viable games?

EAK: I think you are suggesting a marketing big idea and we really appreciate it. You are absolutely right; many of the older titles from EA would also be better played in S-3D. This is something that EA Korea will certainly consider.

7. Are EA games developed or tested in stereoscopic 3D on more than one solution?

EAK: We have different methodologies to maximize testing solutions. As of the moment, EA Korea is collaborating with Samsung’s 3D PDP division to utilize the testing solutions. This will be defined on a single solution testing.

8. Are all future EA games S-3D ready?

EAK: Technically all of EA games can be converged into S-3D solution with specific tests.

9. Are any games specially designed for S-3D?

EAK: Not in the true sense of the word but EA constantly strives to deliver the best quality in its products. Crysis, The Sims 2, Tiger Woods PGA Tour 08, and Need for Speed Pro Street have proved to be perfect examples in this case.

10. Are you able to retain some type of quality control over how your products appear in S-3D? For example, is Crytek involved at all in the process of converting Crysis, or is it strictly a post-production effort?

EAK: Samsung has been working on the conversion stage of this project.

11. The industry is banking on the content developers to follow some type of guideline when programming their games to ensure stereoscopic 3D compatibility. MTBS has put a lot of time and effort into developing just such a guide – can you promote this to your internal teams?

EAK: Yes, this is possible and something that EA Korea will consider but warrants further discussions internally with development teams.

12. Has EA explored the option of creating the stereo pair at the game engine level versus relying on external third party drivers? Can you see yourself selling an update patch to implement this?

EAK: We don’t have any plans on this yet but it is a possibility.

13. Are these EA games MTBS certified? If not, why not? It is free and good marketing.

EAK: We still haven’t had the chance to review the guidelines of MTBS yet. This is an area EA Korea hopes to look into and will have to explore internally with our development team first.

14. Do you think the 2D gamers will complain about S-3D support because its superior game immersion may bring an advantage in multiplayer games?

EAK: EA focuses on providing the best gaming experience to our users while embracing technological innovations such as S3-D technology.

Special thanks go to Electronic Arts Korea for making a second appearance and spending the time to answer MTBS member questions. Samsung will be making their follow-up appearance tomorrow. Post your thoughts HERE.

Mitsubishi Follows Up!

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Neil Schneider, President of MTBS (left), and David Naranjo,
Director of Product Development for Mitsubishi Electric

David Naranjo is back to quickly answer your questions. You can read his original interview HERE. With Mitsubishi’s LaserVue (Laser TV) technology just around the corner and Hollywood going 3D in a big way, it looks like they have a good thing going! Some of the questions were edited for clarity, and here are the answers:

1. 60hz (per eye) has been known to give me a lot of trouble on a CRT. Has the DLP transmissive material been designed to minimize the flicker?

There is no flicker since the glasses are shuttering 60Hz per eye. In the majority of cases, people do not experience eye strain nor any headaches.

2. Are there deals on the glasses in bulk? (two, four to five, and six to ten pairs?) Will two sets come with the system, or a rebate for purchasing discounted or free glasses?

There are currently several ways to purchase glasses. Further annoucements on additional solutions will occur in the Summer 2008.

3. Is Mitsubishi Electric researching a Passive Glasses (Polarization based) display system? Would such a system be cost-effective?

Mitsubishi has publicly shown autostereoscopic and passive glasses displays in Japan. This were primarily for commercial use. It is currently very expensive for these solutions.

4. Do you have an interest in mainstream-size 42″ and lower 3D support? Or DLP Projection support?

We have found that the S-3D experience is best accomplished with a larger than 42″ screen. Most consumers we surveyed commented that while a 40″ or even 50″ display looked ok with S-3D, the truly immersive 3D experience was best viewed on a larger than 42″ display.

5. Will we see a system priced below $2,000 sometime in the future?

Further announcements are forthcoming.

6. What are the model names of the current Mitsubishi HDTVs that support S-3D (3D Ready) with their resolution and size?

The 2007 Models are:

WD-57833 (57″ diagnal, 1080P)
WD-65833 (65″ diagnal, 1080P)
WD-73833 (73″ diagnal, 1080P)

The new 2008 Models are:

WD-60735 (60″ diagnal, 1080P)
WD-65735 (65″ diagnal, 1080P)
WD-73735 (73″ diganal, 1080P)
WD-65736 (65″ diagnal, 1080P)
WD-73736 (73″ diagnal, 1080P)
WD-65835 (65″ diagnal, 1080P)
WD-73835 (73″ diagnal, 1080P)

7. Does Mitsubishi plan on manufacturing their own LCD shutter glasses?

More annoucements will be forthcoming.

8. I became very excited when Mitsubishi Electric announced in 2007 laser HDTV technology that produced twice the brightness, half the weight, half the power consumption, and at a significantly lower price point of other HDTV technologies for comparably sized sets. The laser technology is the one reason I have stopped considering LCD technology and gone back to considering DLP-like technology. I am holding off my purchase of a large screen HDTV with S-3D capability until the laser products are available. Can you give me an estimate on consumer availability of Mitsubishi Electric laser HDTV (60 inches or greater) before the end of 2008? Where may I shop for these TVs?

Mitsubishi issued a press release on April 7 noting that Laservue will be shipping in the third quarter of 2008. Mitsubishi will introduce Laservue through select authorized Mitsubishi Diamond retailers.

Thanks David! As a reminder, if all goes to plan, Electronic Arts Korea is expected to make their follow-up appearance at the end of the week. If you have additional questions for EA, ask them HERE.

MTBS Interviews Electronic Arts & Samsung About S-3D!

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Hello everyone!

A few weeks ago, a press release was put out discussing a stereoscopic 3D (S-3D) collaboration between EA and Samsung, but limited detail was available. Today we are joined by Byun Ji Hwan, Publishing Manager for Electronic Arts Korea, and Kevin Lee (Lee Kyung Sik), Vice President of the Visual Display Division for Samsung. They are here to set the record straight.

EDIT: For those unfamiliar, PDP refers to Plasma Display Panel, and in this case, Samsung’s new series of 3D HDTVs. Stereoscopic 3D refers to the same idea used in Hollywood 3D cinema. Examples include Beowulf 3D, Hannah Montana, U23D, etc. What is being discussed here is how stereoscopic 3D is and will be used in home video games. Go to to learn more.

Mark this date on your calendars, because you will never think of the stereoscopic 3D gaming industry the same way again after this interview (except me, of course!):

1. Your press release describes a partnership between Samsung and EA. What are your respective roles in this partnership and what are you trying to achieve?

Byun: You’re right. EA and Samsung agreed to create a new marketplace through our strategic collaboration. Samsung has integrated 3D technology to the newly launched PDP. Through this collaboration, Samsung will provide a variety of offerings to consumers and Electronic Arts will provide the most splendid games and premium products to present on the Samsung PDP.

Our goal is to offer new possibilities to gamers who are our consumers. This marketplace is just starting. Therefore EA and Samsung are aiming to expand the market size and provide customers with new content.

2. Why is this initiative taking off in Korea first and not the US? What makes Korea the perfect breeding ground?

Kevin: Generally, Samsung launches new models in Korea first because of the keen competition – and Korea has existing strong Infrastructure and a large consumer base who adopt new features very fast. Korean consumers are very progressive in terms of new technology and they provide a lot of valuable feedback. It prepares Samsung for launching the products in other marketplaces.

3. What made Samsung an appropriate partner? What did they have that made this relationship attractive?

Byun: Samsung is one of the top players in the TV market and EA is also the leader in the game industry. When we learned about Samsung’s cutting edge integrated technology, EA was confident that these two companies could work synergistically in Korea in this area. Of course, this would not have been possible without the tremendous support from Samsung.

4. Electronic Arts already has success beyond measure; what motivated you to plunge into stereoscopic 3D? What made this a critical business decision worth taking?

Byun: EA as the leader in this space constantly seeks to create enhanced consumer experiences for our gamers. Hence we recognize that the convergence and integration is necessary to continue to be at the forefront in the interactive digital entertainment industry.

5. For our industry to succeed, gamers need to want stereoscopic 3D in their home. What kind of gamer do you think this technology appeals to and why?

Byun: First of all, core gamers expect the best in gaming experience. Stereoscopic 3D extends this experience further to appeal to their families and friends, and this provides entertainment to not only core gamers but also to casual gamers. EA and Samsung intend to create cross demand of the game and PDP products.

6. Your announcement has been very much focused on Samsung’s new 3D PDP HDTVs. In addition to the software side, I understand EA had a role in making sure the television met certain specifications or criteria. Can you elaborate on what was important to you in Samsung’s 3D HDTV solution?

Byun: EA reviewed Samsung’s 3D PDP specs and are pleased by its feasibility to best present EA’s first rate content. EA will also work with Samsung going forward in providing technical input for their 3D TV and helping to expand the 3D market.

7. Your press release claims the Samsung 3D PDP HDTV has a 1,000,000:1 contrast ratio. Is this correct or is this a typo? What is the correct specification?

Kevin: This is implemented through Samsung’s own unique technology, “Cell-light control”. Using Cell-light control, we can measure black color as 0 through digital signal. In addition, professional reviewers verified this fact along with the picture quality of Samsung’s PDP TV.

8. Your release describes starting off with demonstrations of your games with proper S-3D effects being included with the Samsung HDTVs. What titles do you plan on including demonstrations of?

Byun: Need For Speed ProStreet, Crysis, The Sims 2, Tiger Woods PGA Tour 08 and Madden NFL 08 are the titles that we have collaborated with from the beginning, and more content will be provided through the upcoming title lineup from EA.

The vast landscape graphics, the details of each race car, and the special effects, as well as the perception of space for Need For Speed ProStreet is presented in glorious sophistication on Samsung’s 3D TVs.

You can also look forward to new 2008 EA titles with Samsung’s 3D PDP TV.

9. This development that you are doing – is it native stereoscopic 3D support from the game engine itself, or is it in conjunction with a stereoscopic 3D driver developer like DDD, NVIDIA, or iZ3D? Can you elaborate?

Kevin: DDD is the closest partner that has been collaborating with us to implement technology with us for many years now. Also, we are currently under deliberation for a 3-D stereo property solution with NVIDIA. Samsung will expand 3-D partnerships with 3-D technology companies and content providers but we haven’t worked together with iZ3D yet.

10. Our members are huge fans of your work. Many are addicted to Battlefield 2, Team Fortress 2, and Crysis just to name a few. What titles will be available in a stereoscopic 3D format? Will current or past titles be upgradeable to official S-3D status?

Byun: I’m pleased to hear that you are a fan of our games! Battlefield series and Crysis are already verified as 3D PDP content. Currently all titles of EA’s recent titles are technically compatible with the 3D PDP chipset. More of EA’s upcoming lineup will be promoted with most of Samsung’s new TV products.

11. To date, nearly 100% of the games in the stereoscopic 3D market have been PC based. Is Electronic Arts actively developing new S-3D titles for the PC market, the console market, or both? If you are developing for consoles, which models?

Byun: Yes, the current implementation is for PC games. Early discussion is underway for console products, which is hugely dependent on the demand from the console market.

12. While Samsung is one of the stereoscopic 3D HDTV manufacturers, there are similar offerings by Mitsubishi and soon to be released units from Spectron IQ. Will your games work equally well on those 3D HDTV solutions?

Byun: We work very closely with Samsung to ensure that the sophistication of EA’s products are best presented on Samsung’s 3D HDTV.

13. In the stereoscopic 3D industry, the PC market has proven critical because they are the early adopters and are the ones spreading the word about S-3D. With 3D HDTV best suited for the living room, are you also exploring additional PC desktop monitor solutions like iZ3D and Zalman 3D monitors?

Byun: You are right about that. Once the word is spread through early adopters such as gamers, we expect the buzz will continue to reach out to the masses. However, there are no plans on our end with regards to PC desktop monitor solutions yet.

14. I am personally very excited about your work because you obviously get it. You understand how exciting this technology is and how limitless the potential is. How would you respond to a game developer who says “the S-3D market is too niche market for us and we will only get involved when there are millions of units in peoples’ homes?”

Kevin: I understand the market is not verified yet. However, the PC game title is made available through this collaboration with EA providing the content. Many developers are also keen in the console segment. Most game development companies release 3D PC/Console game titles and they are developing great 3D graphics to make users feel the authenticity.

If users play 3D game titles with 3D HDTV, they can certainly feel its realism. It is built for a great experience to the game users. In addition, the 3D movie market is expanding rapidly. For example, Hollywood movie studios are riding on the success with 3D movies like “Meet the Robinsons”, “Beowulf”, and “Hannah Montana”. They also have plans to release 3D BD/DVD titles through standardization of the 3D format. So I expect the 3D market will ultimately have mass market appeal in the near future.

15. I think video games are as much about story telling as they are about fun. How has stereoscopic 3D impacted EA’s ability to tell stories? What does S-3D offer that traditional 2D game-play can’t achieve?

Byun: From our point of view, if gamers enjoy the gaming experience in 2D, we can just imagine how much their experience will be heightened in 3D. The potential is immense.

16. What is your favorite EA game in stereoscopic 3D and why?

Byun: I like Need For Speed ProStreet and Tiger Woods PGA Tour 08 because the details and spatial perceptions of these games are optimally authenticated in stereoscopic 3D.

17. If readers could walk away with one message from this interview, what would it be?

Byun: Content is King.

Thanks for the heads up, Electronic Arts & Samsung! Looks like this is a promising start to the mass market industry we are all working for. I am told that they would be happy to make a second appearance if the demand is there. Post your thoughts and questions HERE, and we can set up a follow-up interview.

MTBS Interviews David Naranjo From Mitsubishi Electric!

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MTBS is excited to be joined by David Naranjo, Director of Product Development for Mitsubishi Electric. He heads up their efforts in 3D HDTV, and talks about 3D DLP, laserTV, and consumer cinema and gaming.

Neil Schneider, President of MTBS (left), and David Naranjo,
Director of Product Development for Mitsubishi Electric

  • Mitsubishi History & S-3D Interest
  • TI Technology & Market Trends
  • laserTV
  • The Customer Experience
  • The S-3D Content World
  • Concluding Points

    Mitsubishi History & S-3D Interest

    1. When I think of Mitsubishi, I think of cars. After researching it, I found that your company or brand structure is somewhat different from other corporate entities. Can you elaborate more on how the Mitsubishi name is used and divided?

    Mitsubishi represents more than 40 independent companies that carry the name. Mitsubishi Electric was founded in 1921 with operations in over 30 countries. Industries we serve include consumer electronics, energy, heavy equipment, and countless more.

    Mitsubishi Electric NA began operations in 1973. We have facilities in thirty states, Canada and Mexico, and roughly 4,000 employees.

    2. How long has Mitsubishi Digital Electronics America been in the HDTV manufacturing business?

    Mitsubishi Digital Electronics America shipped the first HDTV models in 1998.

    3. Why did Mitsubishi take a sudden interest in offering stereoscopic 3D (S-3D) solutions to the consumer market?

    Mitsubishi started offering 3D-Ready DLPs in 2007 and we expect to expand these models in 2008. After some due diligence with various technology partners, we realized that 3D Cinema was making significant strides in content and technology. It seems natural that we should focus on efforts to bring 3D to the home.

    4. You are heading up this Mitsubishi S-3D initiative. How did you become personally interested and involved? Are you passionate about this technology? Why?

    I became personally involved when I saw some of the most compelling and immersive 3D content that has been produced. This includes movies, live events (NBA All Star game, NFL games, XGames, etc), and PC games. The focus of Mitsubishi has always been to enhance the BIG screen immersive experience for consumers. 3D to the home is a natural strategic fit for Mitsubishi. The 3D experience is best viewed on a BIG screen TV. This is what we do best.

    5. For Mitsubishi to go in the S-3D direction was a big decision to make. What was your biggest motivator?

    The DLPTV technology has the core technology to provide the best 3D experience to the home. The biggest motivator was to leverage this advantage for DLPTV in order to provide the best 3D to the home experience.

    TI Technology & Market Trends

    6. Tell me about Texas Instruments (TI), and what is their “DLP 3D HDTV” technology all about?

    The Digital Micromirror Device (DMD) and our 2007 Diamond DLPs and all of our 2008 DLP models are able to provide a 120Hz frequency through a separate IR emitter or through the screen. This facilitates the capability to send 60Hz to each eye on the eyewear which provides the highest contrast and best experience for consumers.

    7. The technology is based on LCD shutter glasses where the lenses flicker between black and transparent very rapidly so each eye gets an independent image. Up until now, “pageflipping” was the solution of choice because you got a complete image in front of each eye at a time. The TI solution seems to be using a checkerboard pattern of some kind. Can you elaborate on what this is and how it works?

    DLP with 120hz technology accepts two frames; left frame and right frame at 960 x 1080 resolution; and then recombines into a checkerboard pattern for display on a 1080p DLP.

    The DLPTV merges side by side formats to create the maximum resolution without sacrificing image quality or the 3D effect.

    8. Tell me about the LCD shutter glasses themselves. Why is a high flicker rate important? Is there any risk of headaches and sickness with 3D HDTV? Why or why not?

    Most TV’s display content at a 60 frame per second rate. The active eyewear shutters each left and right side at 60 frames per second to provide the consumers with a frequency that they are already accustomed to viewing. As such, the technology minimizes the risk of eye strain or headaches.

    9. With earlier CRT technologies, they usually required lower resolutions to get higher refresh or flicker rates. Does 3D HDTV face that challenge?

    DLPTV does not have any challenges in this regard. LCDs which Mitsubishi also develops and manufactures will also not have the same challenge.

    10. One of your competitors has released a 3D HDTV Plasma. Do you see Mitsubishi following this direction too?

    Our competitors also see the value of having 3D in the home as a large screen experience. The Plasma shown at CES was a 50″ Plasma. Mitsubishi is also focused on expanding 3D in the home with key technologies such as DLP TV, and LCD TVs.

    11. What price and solution range are 3D customers looking at to get a 3D HDTV solution in their home?

    Consumers that we have surveyed and shown the 3D content on DLPTV are absolutely immersed in the experience. We expect to announce a solution for consumers later this year that will be very competitive and establish the market.

    12. DLP solutions have faced declining sales in relation to LCD and plasma HDTV solutions. Why is this technology still attractive to Mitsubishi?

    DLP is the only technology that offers the BIG Screen experience for an affordable price. In addition, DLP is the only technology that offers the most compelling and immersive experience for 3D.


    13. Tell us about laserTV. What is it and how does it work?

    Mitsubishi had the World Premiere of LaserTV at CES 2008. More details will be announced in the coming months.

    14. I have read that it uses much less power and promises far superior color accuracy compared to current solutions on the market. Can you give us some numbers to illustrate how much better this technology is?

    Most HDTVs are capable of only displaying 40% of the colors that the human eye can see. LaserTV produces twice the color.

    15. When I think of DLP, I think of big heavy HDTV solutions. How would you describe a laserTV solution?

    The concept of DLP being heavy no longer applies. Our 73″ DLP that we introduced last year only weighed 96Lbs. By comparison, other technologies at this screen size can weigh several hundred pounds and costs three times as much. More details on LaserTV will be announced in the coming months.

    The Customer Experience

    16. To date, how many S-3D HDTV units have you sold? Any projections for 2008?

    The 3D efforts have been primarily focused on the US market by Mitsubishi and a few other manufacturers. For 2007 – 2008, it is expected that over two million consumer display units will be in the marketplace.

    17. Of the units that have been sold, what percentage of customers are aware that they own an S-3D solution? Do you think this was an influential component of their buying decision? Why or why not?

    We have promoted the 3D-Ready capability of our TVs at retail as well as on our Mobile Showroom that is traveling across the US. All consumers that we have surveyed are anxious to have 3D content for the home.

    18. Are you trying to push the benefits of S-3D right now, or are you waiting until you have more S-3D content in the market before going all out on S-3D promotion?

    We are pushing the benefits right now. We are working with several key partners on providing content and a consumer solution for 2008. NDA prevents further discussion.

    The S-3D Content World

    19. What’s out there right now for 3D HDTV? Games, movies?

    There are several ways for consumers to get 3D on the 3D-Ready TV today. There are some companies that are providing a PC based solution that enables 2D PC games to be converted to 3D for display on the DLPTVs. In addition to PC games, 3D content has been created for several cinema movies. lists several 3D movies that consumers can purchase. We certainly anticipate more 3D movies to be available as well as broadcast and cable in the coming years.

    20. I launched MTBS to grow the awareness, adoption, and proper implementation of S-3D in the consumer space. Tell us about some of the initiatives that Mitsubishi has been taking to achieve similar goals.

    In addition to demonstrating 3D content on our DLPTVs at trade shows and events (CEDIA, CES, PGA events), we also have a 53’ Mobile Showroom that is traveling across the country as part of our retail marketing efforts. This trailer has a 3D demo on our 73″ DLP, in addition to more than a dozen 1080p HDTVs, including Mitsubishi’s award-winning SuperSlim LCD flat panel and large screen HDTVs with DLP(r) technology that deliver maximum picture in minimum space.

    Incorporating Mitsubishi’s innovative UltraThin Frame(tm) design, the sets’ frame width is less than one inch wide, so a 46-inch LCD flat panel is only 42 inches wide and sleekly fits into a space equal to or smaller than the typical 42-inch plasma set. The TVs are also thinner and lighter: A 73-inch set weighs less than 100 pounds and has a depth of less than 18 inches, taking up less space than a 46-inch plasma TV on a base.

    21. What has the response been to your consumer S-3D road show so far?

    Consumers are captivated and immersed by the 3D experience. We have had consumers waiting up to 2 hours to see the demo. We are very pleased with the reaction to the 3D demo as well as to our 2007 Award-Winning line of 1080p DLPs and LCDTVs (e.g. CEDIA Excellence Awards and CES Product of the Year).

    22. To make S-3D a success in the consumer industry, I’m a big believer in building leverage to create change. For the S-3D industry to be successful in the consumer markets, where do you think this leverage will come from?

    Content is King. This has been true of any new display technology or device.

    When manufacturers launched HDTV products in the late 1990’s, consumers purchased for the capability to watch wide screen movies from their DVD’s. As more HDTV content became available from movies, broadcast, and cable, consumers gravitated toward the technology.

    We are starting to see the same for Blu-Ray players. As more compelling and exciting content becomes available in that format, consumers have an increased awareness and are purchasing products and content. I see the same hockey-stick effect happening for 3D. As we develop a consumer friendly 3D solution in addition to the display, content will follow.

    23. Our members love to play games in S-3D. What gaming content is and will be available for 3D HDTV? Who do you see as the core companies making this happen right now?

    PCs with the proper graphics card and software can be used to play several popular 2D PC games that are rendered as 3D. I expect to see more game support in the coming months. As this progresses, we clearly see console game hardware manufacturers also developing the capability for console games. Our Diamond 2007 DLPs and 2008 DLPs are able to leverage all of these technologies.

    24. A lot of our members connect their 3D HDTVs to their PCs, so I think it is a complete myth that 3D HDTV is only good for consoles. However,console support for S-3D would be a good thing. Any educated guesses or information to share on when we can expect to see gaming console support for 3D HDTV solutions? By whom?

    Console manufacturers are very interested in 3D. The graphics engines and CG already embedded in consoles and games can be facilitated to make consoles and games into 3D. It does take effort to make these conversions, and we have already seen efforts by several content gaming companies to make these conversions. At CES, TI demonstrated 3D gaming from an XBOX 360, and at CEATEC in Japan, game publishers were demonstrating 3D console games on other game platforms.

    25. We have had the privilege of interviewing the likes of Joshua Greer, President of Real D, and Tim Partridge, EVP for Dolby Laboratories (Dolby 3D). Clearly the S-3D cinema space has taken off with 2:1 and 3:1 revenue compared to traditional 2D cinema. What are the challenges in getting these S-3D successes to the consumer market, and what steps is Mitsubishi taking or will be taking to accomplish this?

    The 3D movie content has to be encoded into a Blu-Ray format from the studios for a “3D to the home” solution. In addition, the consumer purchasable solution needs to be simple for consumers to understand and setup. We are very focused on getting this consumer value proposition to the market. We are working with many of the studios and leaders in the 3D Cinema space.

    Concluding Points

    26. While your product is innovative, S-3D has been around for some time, and it has clearly had its pitfalls. What’s different today? In addition to your product, how do you envision the S-3D industry’s future? Is it going to have explosive mass appeal, or a niche market success? Why?

    3D has come a long way from an eyewear point of view as well as the actual content. Consumers that have seen 3D from Mitsubishi are stunned by the level of immersive experience. No one evens mentions the days of ole for 3D when anaglyphic glasses were used.

    The right consumer value proposition and the strong partnerships from many stakeholders will dictate the success or failure of 3D now and into the future.

    27. Aside from selling millions of units, if an industry genie could give you anything you wanted, what three wishes would you ask for?

    Content, content, and more content!

    28. If readers could walk away with one message from this interview, what would it be?

    The 3D Immersive experience is very different today than in the past. The display technology is here with DLPTVs, and we expect to expand to other display technologies. Mitsubishi has also announced the launch of LaserTV later this year. If you have seen 3D on a DLP and think it is incredible, wait until you see it on LaserTV! Not only is 2D a True Dimension Experience with LaserTV, 3D adds the immersive factor with twice the amount of color than any other HDTV display technology. Exciting times are ahead and Mitsubishi is leading the way!

    Also, MTBS has shown to be the most passionate and comprehensive website to educate and build awareness for S-3D.

    Thanks David! Post your comments and questions HERE as David will be back to make another appearance to answer them.