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DisplaySearch Updates 3D TV Forecast

DisplaySearch announced that it has increased its 2010 forecast for 3D-capable TV shipments.

According to the statement, DisplaySearch’s latest Quarterly TV Design and Features Report forecasts the market to grow from 2.5 million 3D-capable TVs shipped in 2010 to 27 million sets in 2013.

“In 2009, we saw the first 3D-capable TVs, with the market greatly accelerating at CES 2010. Now we are seeing the hype turning into real products,” said Paul Gray, Director of TV Electronics Research. “The key issue will be how consumers react to the initial product launch, and what the industry will learn from the feedback of early adopters. Complications in the TV supply chain—especially 3D content shortages—remain the biggest hurdles to overcome.”

The 3D-capable TV market will be dominated in its early years by developed regions, with North American shipments accounting for more than half of shipments in 2010. “3D makes the most sense with the largest screen sizes, combined with a more developed Blu-ray Disc market and 3D broadcast services. For this reason, we expect North America to be the most favourable region for initial 3D development,” noted Gray.

The video processing and extra display performance required for 3D remain relatively costly compared to entry-level models. As a result, 3D is constrained by the penetration of double or quadruple frame rate sets in the market. While 3D is forecast to show rapid growth, DisplaySearch research indicates that only 27% of 40” or larger sets shipped in 2013 will be 3D-capable. Furthermore, Blu-ray Disc (BD) and HD broadcast have low penetration in Western Europe, and as a result there remains a content gap that needs to be filled before 3D can flourish.

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