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3D TV is coming.  At IFA in Germany, Sony’s Sir Howard Stringer will throw down the gauntlet and announce next year we’ll see 3D TVs from the company.  Sony could use a big hit and bringing the hardware is an important step as content and distribution look to figured out.

Sony is expected to make the announcement today, according to Financial Times, who almost never get it wrong.  Not only that, the cheeky bunch at FT are quoting the future Stringer, as if they’ve found some time/space portal, sweet.  Not only will the Bravia TVs adopt 3D but so will Vaio laptops and PS3.  A whole wave of Sony products will feature 3D technology.

But, but, but

Two big obstacles stand in 3Ds way: standards and customers.  Are we headed for another battle of format standards?  Perhaps, as there is currently no standard for 3D.  Hynduai, LG, Samsung, Phillips, Mitsubishi, and Panasonic all have 3D TVs in their sights as well.  Sony is using electronic glasses that shutter to create the effect. 

As for customers, blind faith that TV makers can force a new technology to make up for flat-lining big screen HDTVs with 3D is hopeful at best.  You thought searching for the remote control was frustrating, wait until you have to search for four pairs of glasses, too.

While sports nuts are probably an easy sell, it isn’t clear that 3D in the home is going to be a winner.  24/7 Wall Street says, “Sony may find out the hard way that ‘2D’ video is just fine.”  Will the market take to 3D?

Read: [Financial Times]