3-D TV wave getting started in suburbs but still a 'tough sell'
Despite the tough economy, a new wave of high-end televisions, some with 3-D, will become prominent around the suburbs as a so-called new era of visual entertainment expands.
Globally, manufacturers may sell about 4.2 million TVs with 3-D this year, including about 1.2 million in the United States, according to a report by El Segundo, Calif.-based iSuppli.
As the technology improves and prices drop, that number could soar as much as 80 percent over the next five years to about 78 million units. Sales could be about $7.4 billion this year and jump to about $64.4 billion worldwide in five years.
Now, consumers could see the price of 3-D TVs reach more than $3,000. Special glasses to view the content will cost upward of $150 to $300 a pair and will work only with a specific TV. Universal glasses at a lower prices, or even bundled with the set, are still in the future. The heavy price commitment could be rough for some eager, but recession-weary consumers, said Riddhi Patel, director of television system research at iSuppli.
"It's going to be a tough sell, this year at least," said Patel.
Regardless of the economy, high unemployment and a limited amount of currently available 3-D content, early-adapters are expected to become buyers, experts say, after being wooed by two hugely successful 3-D movies in a row, "Avatar" and "Alice in Wonderland."
Among the first local stores to feature 3-D TVs for sale will be Best Buy with the Panasonic Viera with Viera Cast, which features content from Skype, Twitter, Pandora and Netflix. That product also provides gaming in HD and 3-D. The set retails for $2,499 and hit the market last week, said Bob Perry, senior vice president of Panasonic Consumer Electronics Co., which has offices in Buffalo Grove and Rolling Meadows.
The 50-inch Viera can be used as either high-definition or as 3-D. The Viera Cast service itself is free and included with the set, but when consumers connect to Amazon or other Internet-based services offered through Viera Cast, they will be charged separately, Perry said.
The state of the economy is not a major concern for television makers like Panasonic, despite the prices, Perry said.
"We find that consumers, in general, feel it's a necessity," Perry said. "So if they need to buy a new television, they'll buy a new television."
By June, all stores that are Panasonic dealers will carry the new Viera line, Perry said.
Starting March 21, Sears launches a Samsung 46-inch 3-D set for about $2,600, and the 55-inch set at about $3,300. The special 3-D glasses cost an additional $150 per pair.
"We can't wait for the Super Bowl to go 3-D," said Karen Austin, president of electronics at parent company, Sears Holding. Super Bowl season happens to be when many TVs are sold at Sears stores, so the 3-D effect may boost sales further, she said.
Depending on the Samsung sales, Sears may later sell other brands, Austin said.
Sony, which has offices in Itasca, unveiled its 2010 Bravia LCD high-definition television, which features 3-D, at the Consumer Electronics Show earlier this year. The set operates either as HD or 3-D. The Sony Style stores at Woodfield Shopping Center in Schaumburg and Old Orchard in Skokie have been demonstrating one of the upcoming models.
The Bravia also has built-in Wi-Fi for access to Internet video, Internet widgets and other features, with screen sizes from 22 inches to 60 inches. Sets will be available to buy this summer, but prices haven't been announced yet, said Sony spokesman Greg Belloni.
And, it's not only 3-D that's catching the eye - and pocketbook - of high-end consumers. On Thursday, Bang & Olufsen, which has its North American headquarters in Arlington Heights, plans to unveil its ultrathin BeoVision 10 HDTV, which costs $7,675. That includes the necessary wall bracket, remote and an anti-reflective screen. It's expected in all Bang & Olufsen stores by June. The set doesn't have 3-D capability, but the company has been exploring the technology for a future TV.
The BeoVision 10 is the thinnest of the product line at 3 inches, and most of that is used for a special sound system. Others in the line are around 7 inches thick, said Dave Zapfel, U.S. product manager based in Arlington Heights.
Consumers interested in previewing the new set can attend the company's event at 7 p.m. at River East Art Center 435 E. Illinois St., Gallery 160, Chicago.
"It mingles with other artwork and brings the wall to life," said Zapfel.
512334Sparkle Johnson, 19, of Chicago tries out 3-D glasses at the Woodfield Sony Style store, which has the new Sony 2010 Bravia LCD 3-D TV. The TV is available to experience at any one of 42 Sony Style stores nationwide.Mark Welsh | Staff Photographer 512384Bang & Olufsen will unveil the BeoVision 10, its thinnest HD TV at less than 3 inches wide.Courtesy Bang & Olufsen 512340Checking out the new 3-D 2010 Bravia LCD HDTV in the Sony store, located at the Woodfield Mall in Schaumburg, is Emily De La Cruz, 19, of Mount Prospect.Mark Welsh | Staff Photographer