In the first half of 2016, Samsung announced that its new TV products will no longer support 3D capabilities. The last two makers of 3D TVs, LG and Sony, also announced that they will not produce new TVs that support the playback of 3D video content since this year. Prior to this, other TV manufacturers including Vizio, Sharp, and TCL have removed 3D technologies from their respective products. At this year's CES2017, mainstream brands have decided not to launch TVs with 3D capabilities. This means that after the 3D technology was briefly adopted in the TV industry, the emergence of new technologies directly announced its death penalty, and it has finally been declared completely dead.
3D TV died, and Samsung, LG, and Sony were also reported by the NPD Group, a market regulation agency. Sales of 3D TVs plummeted from 2012, with 23% market share in 2012 and 16% in 2015. In 2016, only 8% remained. Together with Blu-ray players that support 3D capabilities, they have also followed a decline. The total sales of Blu-ray players have dropped by 25% from 40% in 2015 to only 11% in 2016.
The emergence of new technologies directly announced its death penalty. Ben Arnold, executive director of the NPD Group, said: "LG and Sony's decision shows that consumers' purchase motivation has changed. 4K, HDR, and even smart technology have become the most important factor with the screen size."
Sony TV business has been losing money for many years. Sony has stated clearly that it will not introduce TVs with 3D capabilities in the future: "According to the current market trend, we decided not to allow new products for 2017 to support 3D functions."
The experience of 3D TV technology is terrible. The naked-eye 3D short-sighted major TV manufacturers no longer launch new 3D TV products, and related 3D glasses and other ancillary equipment will also cease to be sold. Previously, the technical right to speak about 3D glasses has been dominated by the Samsung and LG mobile phones, but it was finally empty.
Consumers must wear special glasses as one of the main obstacles to market growth. The struggle between 3D TV technology from Samsung and LG's two South Korean factories finally failed to get rid of the need to use eyeglasses.
According to Korean media reports, Samsung Electronics decided not to place new orders for suppliers of 3D TV eyewear parts in 2016. A related person of Samsung Electronics Co., Ltd. pointed out that as of 2015, Samsung Electronics has been supplying components for 3D glasses, but in 2016 Samsung Electronics did not place new orders. In fact, Samsung did not expect 3D TVs in 2015. Only a few models supported it.
Samsung Electronics uses Shutter Glasses (SG) in its 3D TVs, so it must use 3D glasses. Now Samsung no longer produces 3D TVs.
Due to the limited demand for 3D, there are still consumers who like to watch 3D movies. In 2016, LG Electronics reduced the TV ratio of using 3D functions to half of 2015, and only adopted 3D functions as an additional function of high-end products.
LG Electronics uses phase delay (FPR) polarization technology, so the cost burden for TVs with 3D capabilities is less than that of Samsung Electronics. LG Electronics' 3D glasses are not as battery-powered as Samsung.
Naked eye 3D technology has been high hopes, a few manufacturers have launched naked eye 3D TV, also failed to cause repercussions. Due to the incompatibility of the naked eye 3D technology with the existing LCD liquid crystal technology, and it has not been solved yet, the reputation of the 3D TV and the sales volume are gradually declining due to the poor user experience. Sky Media has sold naked-eye 3D TV but declared bankruptcy in 2016.
New technologies for 4K, HDR, and UHD have emerged as the main reason for accelerating the withdrawal of 3D TVs from 3D TVs has not been favored by consumers. After the 2010 movie Avatar was released, there was a 3D whirlwind. Consumers' interest in 3D movies and TVs increased significantly. However, no related works resulted in a decline in popularity.
Content providers also jettisoned. In 2012, DirecTV canceled all-weather 3D channels; in 2013, ESPN, which followed the 3D TV boom in mid-2010, also admitted to failure and ended ESPN 3D at the end of 2013.
High R&D costs, expensive 3D source production, and poor market response all lead businesses to slowly abandon 3D TV technology and shift their efforts to 4K ultra high definition, HDR, quantum dot, and OLED technologies.
The TV industry stated that the producers focused their program production on ultra high image quality (UHD) and high dynamic range (HDR) content, which also led to a rapid shift in market trends. This makes the related programs and content more scarce.
Instead of struggling with 3D TV technology, it may not be able to achieve good results. It may not be as effective as 4K or HDR technologies with better compatibility and actual experience. Facts have also proved that this practice seems to be correct now. 4K TV has basically gained wide recognition from the market and users.
In recent years, high dynamic range (HDR) has gradually become the mainstream of imaging technology and television industry. Samsung and LG have stepped up their research and development of HDR technology and source of programs in order not to repeat the mistakes of 3D TVs. They are seeking cooperation with resource giants such as Netflix and Amazon.
In December 2016, Samsung and Youtube cooperated to enable all UHD TV products to obtain Youtube HDR global service; LG's Youtube HDR service also entered the final stage of preparation. 3D TVs without 3D content can only silently close their booths.
Does VR replace 3D TV and will it follow the 3D TV?
At the same time, another reason for accelerating the withdrawal of 3D TVs may be the current hot virtual reality technology. VR has a great potential to replace and sublimate 3D TV technology. I wonder if everyone has noticed that there are many points of mutual understanding between the two, both need to wear "spectacles", all flaunting the immersive experience, while VR is currently facing the problems of easy dizziness, lack of resources, poor experience and other early problems.
However, compared to the limitations of 3D TVs, VR technology is much broader and the effect is even more shocking, not to mention that some very simple VR headsets now have a good visual experience. Nowadays, companies that have entered the field of VR are also diverse, large and small, all walks of life are involved companies, there are international giants, there are startup companies, do hardware, play software also have, this is more than 3D TV technology can not .
And just as many TV manufacturers have bet on 3D TVs in the same year, VR is once again a beacon of corporate betting. At present, TV manufacturers, handset manufacturers, and upstream panel makers have all set off a VR investment boom in China. In less than two years, hundreds of VR companies have been established one after another. China has become a hot spot for VR.
Although there are short boards similar to 3D TVs, they have fewer sources, extra equipment, uncomfortable wear, and high costs. In terms of equipment, mobile VR devices are still immature and PC-based VR helmets have a good experience, but less than 1% of the world's PCs currently support smooth operation. And now the vast majority of VR helmets still can not completely solve the problem of "long-term viewing will be unwell"; in terms of content, technical standards have not been unified. Also like the current genre of 3D TV, in the entire VR industry chain, a variety of technical means surging, manufacturers of their own.
When 3D TVs are introduced, people have been exposed to 3D movies for many years. VR needs to spend more time than 3D TVs to nurture viewers. Although Sony, Samsung, and LG have introduced more VR products and content in succession, improving the effective use of VR products is the most painful point for users. At the same time, I hope VR will not follow the footsteps of 3D TV.
2009 World's First 3D Movie Avatar Swept the World
3D stereo technology started the first shot of smart TV technology, which was even hotter than current VR/AR. 3D TVs, 3D glasses, and 3D content almost disappeared from the entire supply chain. It is also embarrassing to reconfirm that technology-oriented thinking is often outweighed by the loss. Samsung, LG, Sony, and Sharp also failed to bet on the leader. 3D TV died, and Samsung, LG, and Sony were also reported by the NPD Group, a market regulation agency. Sales of 3D TVs plummeted from 2012, with 23% market share in 2012 and 16% in 2015. In 2016, only 8% remained. Together with Blu-ray players that support 3D capabilities, they have also followed a decline. The total sales of Blu-ray players have dropped by 25% from 40% in 2015 to only 11% in 2016.
The emergence of new technologies directly announced its death penalty. Ben Arnold, executive director of the NPD Group, said: "LG and Sony's decision shows that consumers' purchase motivation has changed. 4K, HDR, and even smart technology have become the most important factor with the screen size."
Sharp Introduces Four-Color Technology 3D LCD TV in 2011
Consumers' enthusiasm for 3D TV has subsided. Tim Alessi, Director of Product Development at LG, responded by cancelling 3D support: “3D functionality is no longer widely accepted by the home appliance industry, and it is no longer a key factor in people purchasing new TVs. According to the current market Trends, we decided to stop supporting new 3D products for 2017, focusing on new features such as HDR." Sony TV business has been losing money for many years. Sony has stated clearly that it will not introduce TVs with 3D capabilities in the future: "According to the current market trend, we decided not to allow new products for 2017 to support 3D functions."
The experience of 3D TV technology is terrible. The naked-eye 3D short-sighted major TV manufacturers no longer launch new 3D TV products, and related 3D glasses and other ancillary equipment will also cease to be sold. Previously, the technical right to speak about 3D glasses has been dominated by the Samsung and LG mobile phones, but it was finally empty.
Consumers must wear special glasses as one of the main obstacles to market growth. The struggle between 3D TV technology from Samsung and LG's two South Korean factories finally failed to get rid of the need to use eyeglasses.
According to Korean media reports, Samsung Electronics decided not to place new orders for suppliers of 3D TV eyewear parts in 2016. A related person of Samsung Electronics Co., Ltd. pointed out that as of 2015, Samsung Electronics has been supplying components for 3D glasses, but in 2016 Samsung Electronics did not place new orders. In fact, Samsung did not expect 3D TVs in 2015. Only a few models supported it.
Due to the limited demand for 3D, there are still consumers who like to watch 3D movies. In 2016, LG Electronics reduced the TV ratio of using 3D functions to half of 2015, and only adopted 3D functions as an additional function of high-end products.
LG Electronics uses phase delay (FPR) polarization technology, so the cost burden for TVs with 3D capabilities is less than that of Samsung Electronics. LG Electronics' 3D glasses are not as battery-powered as Samsung.
Naked eye 3D technology has been high hopes, a few manufacturers have launched naked eye 3D TV, also failed to cause repercussions. Due to the incompatibility of the naked eye 3D technology with the existing LCD liquid crystal technology, and it has not been solved yet, the reputation of the 3D TV and the sales volume are gradually declining due to the poor user experience. Sky Media has sold naked-eye 3D TV but declared bankruptcy in 2016.
New technologies for 4K, HDR, and UHD have emerged as the main reason for accelerating the withdrawal of 3D TVs from 3D TVs has not been favored by consumers. After the 2010 movie Avatar was released, there was a 3D whirlwind. Consumers' interest in 3D movies and TVs increased significantly. However, no related works resulted in a decline in popularity.
Content providers also jettisoned. In 2012, DirecTV canceled all-weather 3D channels; in 2013, ESPN, which followed the 3D TV boom in mid-2010, also admitted to failure and ended ESPN 3D at the end of 2013.
The TV industry stated that the producers focused their program production on ultra high image quality (UHD) and high dynamic range (HDR) content, which also led to a rapid shift in market trends. This makes the related programs and content more scarce.
Instead of struggling with 3D TV technology, it may not be able to achieve good results. It may not be as effective as 4K or HDR technologies with better compatibility and actual experience. Facts have also proved that this practice seems to be correct now. 4K TV has basically gained wide recognition from the market and users.
In recent years, high dynamic range (HDR) has gradually become the mainstream of imaging technology and television industry. Samsung and LG have stepped up their research and development of HDR technology and source of programs in order not to repeat the mistakes of 3D TVs. They are seeking cooperation with resource giants such as Netflix and Amazon.
In December 2016, Samsung and Youtube cooperated to enable all UHD TV products to obtain Youtube HDR global service; LG's Youtube HDR service also entered the final stage of preparation. 3D TVs without 3D content can only silently close their booths.
Does VR replace 3D TV and will it follow the 3D TV?
At the same time, another reason for accelerating the withdrawal of 3D TVs may be the current hot virtual reality technology. VR has a great potential to replace and sublimate 3D TV technology. I wonder if everyone has noticed that there are many points of mutual understanding between the two, both need to wear "spectacles", all flaunting the immersive experience, while VR is currently facing the problems of easy dizziness, lack of resources, poor experience and other early problems.
However, compared to the limitations of 3D TVs, VR technology is much broader and the effect is even more shocking, not to mention that some very simple VR headsets now have a good visual experience. Nowadays, companies that have entered the field of VR are also diverse, large and small, all walks of life are involved companies, there are international giants, there are startup companies, do hardware, play software also have, this is more than 3D TV technology can not .
And just as many TV manufacturers have bet on 3D TVs in the same year, VR is once again a beacon of corporate betting. At present, TV manufacturers, handset manufacturers, and upstream panel makers have all set off a VR investment boom in China. In less than two years, hundreds of VR companies have been established one after another. China has become a hot spot for VR.
Although there are short boards similar to 3D TVs, they have fewer sources, extra equipment, uncomfortable wear, and high costs. In terms of equipment, mobile VR devices are still immature and PC-based VR helmets have a good experience, but less than 1% of the world's PCs currently support smooth operation. And now the vast majority of VR helmets still can not completely solve the problem of "long-term viewing will be unwell"; in terms of content, technical standards have not been unified. Also like the current genre of 3D TV, in the entire VR industry chain, a variety of technical means surging, manufacturers of their own.
When 3D TVs are introduced, people have been exposed to 3D movies for many years. VR needs to spend more time than 3D TVs to nurture viewers. Although Sony, Samsung, and LG have introduced more VR products and content in succession, improving the effective use of VR products is the most painful point for users. At the same time, I hope VR will not follow the footsteps of 3D TV.
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