Cinema blockbusters set to pave the way for a new world of 3D television

High-profile films such as Avatar and Alice in Wonderland have introduced cinema-goers to the 3D experience, and the World Cup, next month, is set to provide a further boost

Saltaire-based Pace said that the decision to broadcast the matches in both High Definition and 3D formats will mean its first-half results will be ahead of the second half.

Pace is set to benefit over the coming year as customers start to launch 3D services.

Pace chief executive Neil Gaydon said: "3D has just started but there are two issues: the first is that you have got to get yourself a new TV to watch it properly. Secondly, until the technology changes, you need to wear glasses. High Definition has taken 10 years to become more mainstream; 3D will probably follow the same pattern."

He believes that while 3D is just a novelty for customers at the moment, once new technology is introduced, it will catch on fast.

"3D is tiny at the moment, it's just a curiosity. It's like High Definition was 10 years ago," he said. "3D is only just starting. it will be about providing the whole 3D experience. That will come in future generations of the systems."

Sony will film 25 World Cup games in 3D, but no UK broadcasters have signed up yet.

UK World Cup rights are held by the BBC and ITV while 3D trailblazer Sky will not get any access. Sky has led the way in 3D television, offering Premier League 3D football in pubs and clubs.

So far, only three broadcasters around the world have signed up for 3D World Cup coverage – SBS in South Korea, Sogecable in Spain and ESPN in the US, but future tournaments are expected to gain a lot more interest.

More than a fifth of worldwide televisions will be 3D enabled by the next World Cup, in 2014, according to research firm Screen Digest.

Current High Definition boxes are only able to show 3D pictures in half resolution, so viewers don't get the full High Definition 3D experience.

Pace's chief technologist Dr Paul Entwistle said for 3D to work properly it needs a different picture for each eye. The current boxes squash the picture onto one screen.

But he believes that future technology will allow a 3D effect without viewers having to wear glasses.

Samsung, Sony, Panasonic and LG are set to be the main makers of UK 3D televisions, with more launches expected during 2010 (see sidepanel).

Panasonic will launch a 3D roadshow next month in shopping centres and high streets up and down the country.

The roadshow will visit the National Media Museum, in Bradford, on May 28-30, the Panasonic store, in Sheffield, on May 29-30, and the White Rose Shopping Centre, in Leeds, on June 18-20.

Screen Digest's senior technology analyst Dan Simmons said: "It's perhaps a little bit early to be getting excited about 3D, but it is still worth getting excited about.

"3D TV looks good,and the experience is on a par with the cinema. There is a big difference between Standard Definition and High Definition. The difference between

High Definition and 3D is even clearer."

Dr Entwistle said it won't just be football driving the demand for 3D. Films like Avatar and Alice in Wonderland have set a new benchmark, and a 3D DVD version of Avatar will be in shops next spring.

In addition, a number of 3D games will be coming out over the next year, with the Avatar game expected to be one of the most popular.

PlayStation 3 is already 3D compatible.

Sky has said that it plans to launch a number of 3D shows and movies in the autumn which Sky+ High Definition customers will be able to access without paying any extra.

THE COST OF WATCHING 3D TV

The first 3D TV appeared in shops earlier this month when John Lewis began selling the Samsung UE40 C7000, which costs 1,799.

Comet is selling Samsung and Panasonic 3D TVs on its website, priced between 1,600 and 2,300.

LG sets will come out this month or in June.

There are two types of 3D TVs – passive and active.

Passive TVs have the technology contained within the set, glasses cost 50p a pair and the actual TV is cheaper. LG's LD950 costs between 1,500 and 2,500 and comes with four pairs of polarised glasses.

The active sets need much more sophisticated glasses, which contain the necessary technology. The glasses cost about 100 a pair and provide the clearest HD picture.

LG's LX9900 Active TVs will cost between 2,500 and 3,600.