Finally, someone is getting on the 3D standardization train and moving toward making 3D glasses work on all 3D TVs.  Panasonic, Samsung, Sony and XPAND 3D are driving the train and, hopefully, other manufacturers will hop on soon.

This simply has to happen for 3D TV to succeed on a mass market level.

Official press release below.

August 8, 2011— Panasonic Corporation, Samsung Electronics Co., Ltd., Sony Corporation and X6D Limited (XPAND 3D) today announced their intent to collaborate on the development of a new technology standard for consumer 3D active glasses, under the name, “Full HD 3D Glasses Initiative.”

With this new agreement, the companies intend to work together on the development and licensing of radio frequency (RF) system 3D active glasses technology, including RF system protocols between consumer 3D active glasses and 3D displays such as televisions, personal computers, projectors and 3D theaters with XPAND active shutter glasses.

The standardization will also include multiple types of infrared (IR) system protocols between 3D active glasses and 3D displays, ranging from the protocols jointly developed by Panasonic and XPAND 3D*, to the proprietary protocols of Samsung and Sony, respectively.

The license of today’s newly announced Full HD 3D Glasses Initiative is targeted to be released in September 2011, at which time the development of new standardization-applied active 3D glasses will begin. Universal glasses with the new IR/RF protocols will be made available in 2012, and are targeted to be backward compatible with 2011 3D active TVs.

Through this initiative, the four companies aim to widely introduce universal active 3D glasses to the market.

Today’s announcement marks a unique collaboration of the world’s leading 3D TV manufacturers and 3D technology providers for the benefit of consumers. Glasses utilizing 3D active technology benefits consumers in that they enable Full HD 3D picture quality to be displayed to each eye, as well as a greater freedom of movement thanks to Bluetooth® technology.

“Panasonic has been working to standardize 3D glasses technologies, and in March, we announced a joint licensing of IR system protocols with XPAND, backed by several participant companies. We are very pleased that today’s latest collaboration will incorporate our previous concept into these new standardization efforts,” said Masayuki Kozuka, general manager of Media & Content Alliance Office, Corporate R&D Division, Panasonic Corporation. “We hope the expanded collaboration on this 3D standardization initiative will make a significant contribution toward accelerating the growth of 3D-related products.”

“Today’s announced collaboration underscores Samsung’s promise to meet consumer needs among the ever-changing advancements of home entertainment and consumer electronics technology,” said Jurack Chae, vice president, R&D Team, Visual Display Business, Samsung Electronics. “To-date, active 3D technology has proven to be the most popular choice for consumers in the 3D TV market. According to the NPD Group, Active 3D technology took an average of 96 percent share of the U.S. 3D TV market in the first half of this year; and this Full HD 3D Glasses Initiative will help further drive consumer adoption and understanding of active 3D—the technology that provides the clearest and most immersive 3D experience available.”

“Through this alliance, we all look forward to addressing critical industry issues to enable a better consumer experience across products. We believe active 3D technology is the most suitable method to deliver full 1080p picture quality to each eye, giving consumers the 3D experience they most desire,” said Jun Yonemitsu, deputy senior general manager, Home Entertainment Development Div., Sony Corporation.

“We are delighted to contribute our efforts and technologies to the Full HD 3D Glasses Initiative for both RF and IR technology that we announced today with Panasonic, Samsung and Sony. This initiative reinforces the consumer electronics industry’s commitment to highest 3D quality and provides technology consumers and theater-goers with a simple but powerful solution to the challenge of interoperability,” said Maria Costeira, XPAND 3D’s CEO.

The Bluetooth SIG supports the industry’s move to standardize on Bluetooth technology in 3D glasses.

“These market leaders are coming together to make the 3D experience better for the consumer. It makes perfect sense that Bluetooth technology would be a vital component of that solution, both for its mass market ubiquity and the freedom and convenience it provides,” said Michael Foley, Ph.D., executive director, Bluetooth SIG. “And while today’s news is exciting, this is just the beginning—Bluetooth technology in the living room makes sense in 3D glasses, stereo surround systems, remote controls, and ultimately the hub of the living room—the TV.”

*The protocols jointly developed by Panasonic and XPAND: They were announced in March 2011 and supported by eight participant companies: Changhong Electric Co., Ltd., FUNAI Electric Co., Ltd., Hisense Electric Co., Ltd., Hitachi Consumer Electronics Co., Ltd., Mitsubishi Electric Corporation, Seiko Epson Corporation, SIM2 Multimedia S.p.A. and ViewSonic Corporation.

Samsung has announced the global launch of its Full HD 3D LED TV effective March 9, 2010.  In its first series of new 3D products, Samsung is launching LED TVs, Blu-ray players and 3D active glasses.

The 3D capable 46” and 55” Samsung LED C7000 TVs should be available in March 2010 at initial retail prices of $2600 (model # UN46C7000) and $3300 (model # UN55C7000), respectively. Check availability:

Samsung UN46C7000 46″ 1080p 240Hz 3D LED HDTV

Samsung UN55C7000 55″ 1080p 240 Hz 3D LED HDTV

The Samsung BD-C6900 is a 3D Blu-ray player, which should be available in March 2010 at an initial retail price of $399.99.  Check availability for the Samsung BD-C6900 on Amazon.com.

Additionally, the Samsung HT-C6930W is a new Blu-ray player and home theater system combo unit with 3D capability, which should be available in April 2010 at an initial retail price of $899.99.

For a limited time, consumers will receive a free 3D Starter Kit with the purchase of a Samsung 3D HDTV and either the Samsung BD-C6900 3D Blu-ray Player or the HT-C6930W 3D Home Theater System highlighted above.  Included in the kit is a 3D version of “Monsters vs. Aliens”® and two pairs of Samsung 3D Active Glasses.

More details below.

Samsung Press Release

NEW YORK–(BUSINESS WIRE)–Samsung Electronics Co., Ltd., a market leader and award-winning innovator in consumer electronics, today made another stride toward redefining the home entertainment experience by officially announcing the world’s first-available Full HD 3D LED TV and full lineup of 3D home entertainment products to consumers worldwide. Samsung also announced today the expansion of its strategic alliance with DreamWorks Animation SKG, Inc. (Nasdaq: DWA) to feature an exclusive offering of the Company’s beloved Shrek film series – which to date has grossed over $2 billion in worldwide box office – in its entirety in 3D for the first time ever.

To make 3D TV more accessible for consumers globally, Samsung unveiled a promotional program where everyone who purchases a 2010 Samsung 3D TV and 3D Blu-ray Player or Home Theater System will receive a 3D starter kit that includes two pairs of Samsung 3D active glasses and a first time, feature-length 3D Blu-ray version of DreamWorks Animation’s 2009 release, Monsters vs. Aliens (exclusive to Samsung products). Additionally, during the second half of 2010, the most successful animated film franchise of all time – DreamWorks Animation’s Shrek film series – will be available in 3D Blu-ray for Samsung home solutions.

“Samsung has been the number one company in the global TV market for four straight years, and we remain committed to leading the market by deploying new categories of entertainment like Full HD 3D LED TVs, on which consumers around the world will be able to enjoy their favorite content, including DreamWorks Animation’s Shrek franchise, in their homes,” said Boo-Keun Yoon, President of Visual Display Business Unit at Samsung Electronics. “With the widest range of options for 3D home solutions ever, Samsung continues to lead the home entertainment industry by liberating 2D content to 3D, and creating new, immersive experiences for consumers.”

“It is an incredibly exciting time for the industry at large, as we continue to see the proliferation of 3D in theaters globally at unprecedented rates and now – thanks to Samsung’s innovation leading the charge – the capability to deliver a truly premium 3D experience for consumers in their homes. We are thrilled to be able to offer audiences the exciting opportunity to bring the world and characters of all of our Shrek movies home with them this year in 3D,” said Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation.

The news was delivered at Samsung’s Full HD 3D LED TV global launch press conference held in New York City today, one of several global events this week created by the company to invite influencers and consumers to enjoy all the capabilities of Samsung’s 3D technology leadership.

Global Product Availability

Samsung will launch the broadest line of 3D home entertainment products in 2010. Its 3D TV lineup includes the LED 7000/8000/9000 Series, LCD 750 Series, and the Plasma 7000/8000 Series. Available this month are the 3D capable 46” and 55” LED C7000, with the remaining 3D TVs rolling out over the next several months. Samsung is delivering 3D the way it was meant to be watched, combining the Samsung BD-C6900 3D Blu-ray player or the Samsung HT-C6930W 3D Blu-ray integrated home theater system, stylish 3D active glasses and movie in Blu-ray 3D. The result: Full HD with lifelike depth and color clarity at home.

First to Market Full HD 3D LED TV Raises Bar for TV Excellence

This year’s premium LED TV models, the C7000, C8000 and C9000, feature Samsung’s Real240Hz™ refresh rate technology and Samsung’s proprietary built-in 3D processor that is compatible with major 3D format standards. Samsung’s 3D technology and a faster panel optimized for 3D work together to deliver an immersive viewing experience. When not in the 3D mode, you’re back to watching one of the best performing HDTVs on the market with the push of a button.

The LED TVs come with Internet@TV connectivity which includes the world’s first HDTV app store, Samsung Apps, allowing users to download and view applications on their TV screens. The 3D LED TVs are also the highest performing and most eco-conscious HDTV products Samsung has ever released, all exceeding the more stringent EnergyStar 4.0 guidelines.

Taking the Wonder of 3D to people’s home

In the US, Samsung is launching a holistic marketing campaign under the name “Dedicated to Wonder,” a high-profile marketing effort that includes television advertising and the first 3D Cinema advertising (Spot?) for a consumer electronics brand. Samsung assembled an elite production crew, including the Oscar-winning director of photography, Mauro Fiore, and is bringing the wonder of the 3D experience to life with this new marketing campaign. New commercials will begin hitting the air this week, highlighting Samsung’s 3D technology and the wonder it brings to the home entertainment experience.

Samsung’s in-store display plan is also key to exposing consumers to the technology and educating them on the value of 3D. Samsung’s internal research shows that while awareness of 3D technology is high, less than a third of consumers have had any experience with it. For this reason, Samsung is strengthening marketing activities in an effort to make it easier for consumers to experience 3D. In 2010, consumers can expect to experience this immersive experience in more than 5,000 stores across the nation. Displays will start being deployed later in the month.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company consists of seven independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

About DreamWorks Animation

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the “100 Best Companies to Work For” by FORTUNE® Magazine for two consecutive years. In 2010, DreamWorks Animation ranks #6 on the list. All of DreamWorks Animation’s feature films are now being produced in 3D. The Company has theatrically released a total of 18 animated feature films, including the franchise properties, Shrek, Madagascar and Kung Fu Panda. DreamWorks Animation’s three feature film releases in 2010 are How to Train Your Dragon, Shrek Forever After and Megamind.

It looks like Samsung is going to be the first to market with 3D TVs in 2010. Samsung is running and gunning with 40-inch, 46-inch and 55-inch Full HD 3D TVs with active 3D glasses, the production of which began earlier in January 2010.

While this is an exciting move on the part of the electronics giant, it remains to be seen whether it will be good for the industry due to the lack of standardization across the 3D technology.  The general consensus at CES 2010 seemed to be that Summer 2010 would be when we could hope for some solidarity and standarization among 3D content and hardware providers.  Regardless of that notion, however, Samsung is marching full steam ahead now.

Get the full scoop in Samsung’s press release below.

Samsung 3D TV Press Release

SEOUL, South Korea–(BUSINESS WIRE)–Samsung Electronics Co., Ltd, a global leader in display technology and digital media, announced today that it has become the first company to commence mass production of panels for 3D LED TVs and 3D LCD TVs.

“Samsung Electronics aims to lead the global 3D TV panel market in pioneering panel mass production for 3D LED and LCD TVs.”

“Recently, 3D displays have captured the industry spotlight,” said Wonkie Chang, president of the LCD Business at Samsung Electronics. “Samsung Electronics aims to lead the global 3D TV panel market in pioneering panel mass production for 3D LED and LCD TVs.”

The company began producing LED and LCD compatible panels for 40-inch, 46-inch and 55-inch full-HD 3D TVs using ‘3D Active Glasses’ this month, employing Samsung’s exclusive true 240Hz technology.

Samsung’s true 240Hz technology delivers full-HD viewing in 2D, and also smooth, natural, full-HD 3D images that can vividly capture rapid movements.

By incorporating true 240Hz technology, operating at 240 frames per second, Samsung’s panels deliver a more lifelike picture with alternating left and right eye images through the use of 3D Active Glasses technology.

Samsung has reduced the response time of its LCD and LED panels by 20 percent to less than four milliseconds, eliminating any interference between left and right eye images. With this improved response time, Samsung is able to achieve natural 3D images and also deliver 2D pictures capturing rapid movement with exceptional clarity.

Samsung’s new 3D Active Glasses technology first blocks the left and then right lens, causing a momentary lag when images are shown to each eye to achieve more lifelike 3D images. The term, ‘3D Active Glasses,’ was selected as an official term by the Glasses Standardization Working Group of the Consumer Electronics Association (CEA) earlier this year.

The polarized glass method previously used in 3D glasses produced separate images for the left and right eyes, resulting in half the resolution of two-dimensional pictures as only half of the screen can be viewed through each polarized filter. Brightness was also lowered because of the polarized filter.

According to a market research firm, DisplaySearch, the 3D display market is expected to grow from $902 million in 2008 to $22 billion in 2018. The 3D TV market is expected to expand to a $17-billion market, with sales increasing from 200,000 units in 2009 to 64 million units in 2018.