Sony to start selling 3D HDTVs by end of 2010

The momentum continues to grow around the concept of 3D television, whether it's James Cameron pimping for Panasonic's technology or talk about a 3D channel coming to the U.S.. The latest news is that Sony is planning to release Bravia LCD HDTVs with 3D capabilities by the end of the next year.

Despite its cutting-edge reputation, Sony hasn't figured out a way to make this possible without the viewer wearing special glasses (nor has anyone else). However, the company is using a 3D format that relies on a different glasses technology than some other 3D proponents use. Instead of polarizing glasses, Sony is opting for electronic ones that open and close shutters in concert with the image on the set, which provides the illusion of three dimensions.

The electronics giant apparently has more extensive plans for 3D beyond selling TVs. As part of a whole product infrastructure, Sony Chief Executive Howard Stringer says it will also produce laptops, Blu-ray players and PlayStation 3 consoles that use the same 3D technology as the Bravia sets. Gamers are already used to wearing headsets, so a special pair of glasses might just be seen by them as another piece of gaming equipment. Electronics shutters or not, the glasses will be a harder sell on the average viewer, even if Sony throws its full heft behind 3D TV.