By Tony Haze, Exclusive to HollywoodToday.net

LAS VEGAS—Last weeks Consumer Electronics show ushered in the latest and perhaps the most significant advance in home entertainment since the introduction of color… 3D Television.

Each of the major electronic companies have now tossed their hats in the ring and will soon be marketing 3D-ready television and computer monitors, video projectors and Blu-ray players, (3D-ready just means that they’ll work with both standard 2D and 3D). Samsung’s 3D-Ready HD Monitors and Blu-ray players are expected to hit stores by June, or so they say.

The Blu-ray Disc Association has announced the adoption of a 3D format that will be compatible with all 3D ready TVs, projectors, players and monitors. Standardization opens the way for 3D content producers, distributors and retailers to see a simple and direct way to the consumer instead of having to wait until the “shootout at the format corral” over like what happened between Blu-ray and HDVD or the warring laser disc formats of the mid 70’s.

A major alliance was announced at their press conference between Samsung, Technicolor and DreamWorks.

(l-r) Tim Baxter of Samsung, Fredric Rose of Technicolor and Jeffrey Katzenberg of DreamWorks

Jeffrey Katzenberg calls it “A beautiful, stunning experience” and “Finally lets us be apart of the 3D family”. On a more serious and responsible note, Fredrick Rose said, “”3D is the gateway to the home and we have a responsibility to make the best experience for the viewers”.

Not to be left out, manufacturers of mobile devices are also jumping in. I spoke with a man who had a cell phone with a full-color 3D screen and no glasses required. 3D apps and widgets will soon follow as iPhones and iPods adapt the medium to their platforms. Rupert Murdock, Chairman of News Corp. says “Mobile DTV is the key to the future”. His plans include delivery of TV and possibly even newspapers to mobile devices. It will only be a matter of time before mobile 3D will be wide spread.

Everyone is anxious to cash in on the public’s fascination with 3D. The supporting industries see the “D” in 3D as meaning Dollars.

Panasonic, JVC, Sony, Hyundai, LG and others have embraced this medium due in part to the amazing success of 3D in the theaters. “Avatar” swept past the 1 billion dollar mark after only seventeen days in release, even bucking the frigid weather that faced the release.

The biggest hurdle manufacturers will face in trying to sell the 3D option to the public is that there’s hardly anything to watch and it isn’t likely that Hollywood can fill the demand fast enough to drive the market rapidly. After all, content drives hardware, not the other way around. Look at it as having a wonderful MP5 or CD player but no music to listen to.

There have been about 35 3D titles released since 2005 by Hollywood. But this won’t be enough to fuel a 3D frenzy, which is what everyone is waiting for. Direct TV and Discovery Channel have already announced their plans for a 3D Channel and a third, yet to be named broadcaster, who will formerly announce their plans for a 3D Channel next month.

“The future of 3D home entertainment doesn’t rest on the shoulders of Hollywood alone, but with the independent content producers and cable and satellite providers.” So says Anthony Coogan, Executive Producer for Stereomedia 3D Digital and Film Productions. “We intend to pick up Hollywood’s slack by producing a wide variety of entertainment and educational programs to fill the publics pent-up desire for 3D.” Stereomedia has been producing professional 3D since 1987, longer than anyone in the business. “Back in the mid sixties when the cost of color television sets became affordable, there was hardly anything to watch except Kraft cheese commercials and shows like “Flipper”. However, anything that was broadcast in color was watched, just because it was in color. In the beginning this will be the way with 3D.”

As far as the glasses are concerned, there are two types: polarized and electronic. The polarized are the same kind you get in the theaters. The electronic type uses liquid crystals. The differences are realized in the cost of the TVs. TVs that use polarized glasses cost more than TVs using electronic glasses. The 3D images are identical in color and 3D effect.

Take my advice and don’t wait around for 3D TV without glasses. A practical method for this is still eight to ten years off. Wearing glasses offers the viewer a lot of freedom and after a few minutes most people forget they’re even wearing them.