Toshiba has been leading the race in many technological advances of late, especially in the television industry. Having already created the Cell TV, a screen able to split into different segments to allow multiple image viewing, they have created a stir in Britain even though the product isn’t yet available. Meanwhile it seems they have been continuing with their research, developing glasses-les 3D sets which can be viewed from a number of angles.

Using a method called low-temperature poly-silicon (LTPS) and a multi-parallax design, Toshiba has not only created a screen which can easily be watched from a wide range of angles, but have solved darkening picture problems by using a “lens sheet to control reduction in surface luminance intensity, resulting in brightness comparable to standard 2D displays.”

Whilst they are not the first company to reveal the use of multi-parallax technology in screens, they are lading the pack for the size of television sets. Whilst both Nintendo and Sharp have used the method in a number of their products, neither have come close to Toshiba’s 1280 x 800 WXGA resolution, making a promising forecast that a viable glasses-less 3D television set future could be likely.

Boosted by the recent Oscar success of Avatar, and with a number of upcoming movies planned to be in 3D, the phenomenon is spreading with both LG and Samsung already offering sets in the U.S with plans to reach Europe in coming months. Meanwhile Panasonic’s 3D set is due to hit U.S shelves later this week. Like all other versions, Sony’s latest effort comes with two pairs of 3D glasses needed for viewing 3D material.

However, whilst the electronics industry is keen to see the move into 3D take off, some experts are cynical that consumers will pay the high prices for devices, especially due to the current financial problems. Gartner researcher Fernando Elizalde explained “I’m not very optimistic about 3D TV as it is today, I see more negatives than positives. The biggest barriers to growth in 3D TV are the lack of content, the inconvenience of wearing glasses and that millions of consumers have only just upgraded to high-definition sets. Sony has one advantage: it has arms that make TV sets, produce content and make filming equipment.”

Meanwhile Sony ignored fears to set high growth targets. Wanting to sell approximately 25 million LCD televisions in the next financial year, the company hopes that at least 10per cent will be 3D sets with an increase being seen in the period before Japan turns off its analogue TV signal in 2011.

Playing their first 3D football match in February, that of Manchester United v Arsenal, Sky hope that a range of footage including tennis, rugby, ballet and London fashion week will encourage consumers to purchase 3D compatible TVs in anticipation of Sky’s new subscription channel. Talking of their hopes for the future scheme, a spokesperson revealed “Sky’s existing Sky+HD boxes, which are in 2.1 million UK and Irish homes, are already equipped to receive Sky 3D, so these people will only need to upgrade their TV set. New 3D Ready TVs will be introduced over the coming months and later this year, as they begin to reach people’s living rooms Sky 3D will launch with a range of movies, sport, documentaries, entertainment and arts content. Every visitor to the stand will have the opportunity to register to win a competition to be one of the first people in the UK kitted out with a 3D TV, Sky+HD box and subscription to Sky’s top channel and HD packs, ready for when the service launches.”

Making the initial announcement, assistant general manager of marketing Europe for Toshiba Olivier Van Wynendaele, said that the full details of specifications would be revealed at the IFA 2010 this coming September, whilst they expected the model to ship in the last quarter of the year. “We may not have announced it today but we are looking to release a 3D-Ready TV range this year. We will have more specific details at IFA 2010,” he said.

Pushed for more details on the new device, Wynendaele proved not forthcoming in information, apart from revealing that whilst they were demoing polarised technology at their current show, the set “won’t be polarised.”

“We are looking into using the best technology possible and the one which is right for the consumer,” he added, implying that the technology would therefore incorporate an active-shutter process similar to Samsung. In addition he revealed that Toshiba’s Cell TV, a television allowing the use of multiple, simultaneous screens, will be 3D-ready at launch.