IFA 2010: Electronics giant unveils major 3D push

Panasonic eyes 50 per cent European 3D TV market share

Japanese electronic giant Panasonic has said that it is aiming to achieve 50 per cent of the European 3D TV market.

Panasonic Europe boss Laurent Abadie told Reuters in an interview prior to the start of IFA 2010 that the company is aiming to grab 50 per cent of the European 3D TV market, citing unexpected high demand as consumers are won over to the technology.

The company said that 3D TVs would account for 15 to 20 per cent of the revenue for Panasonic in Europe. "We had a quite aggressive target but demand was three to four times higher," Abadie told Reuters.

In light of consumer enthusiasm for 3D, the company is wasting no time in taking advantage of demand for a range of 3D-enabled products. Panasonic’s showing at IFA 2010 has focused heavily on 3D with products such as multiple new 3D-enabled Viera televisions and the DMP-BDT100 3D Blu-ray player.

"Panasonic pursues a 3D content strategy that rests on four pillars: broadcast, movies, user generated contents and games," said Panasonic European TV manager Fabien Roth in a release. The company drew attention to a partnership with Ubisoft to deliver "ultimate 3D gaming experience."

The partnership surrounds Panasonic’s new IPTV platform which will host 3D games developed by Ubisoft. Shaun White Skateboarding will be the first time appear, arriving in time for the 2010 holiday season.

Panasonic also demonstrated an "end-to-end 3D story" at the IFA 2010 show by allowing show visitors to be captured on the firm’s 3D-enabled consumer camcorders and then playing back the content on the variety of 3D displays the company will be showing.

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