Panasonic presents Full HD 3D technology at Gitex 2009

Through technological advancements in transport bandwidth and storage media, consumer 3D entertainment is now capable to deliver true High Definition picture. Using a special pair of active shutter glasses that work in synchronization with the Plasma Theater's HDTV, the viewer is able to experience 3D images formed with twice the volume of information than regular Full HD images.

Plasma is currently the best TV technology to deliver a Full HD 3D experience due in great part to its ability to refresh at a speed that enables multiple image display without loss of resolution. The performance of Panasonic's Plasma panels, whose self-illumination allows for excellent video response, has been brought out to the fullest extent in the development of a 3D driving system that displays the left and right images together as Full HD images with no resolution degradation.

Using the optical disc technology developed by Panasonic over many years, and the authoring technology developed by Panasonic Hollywood Laboratory (PHL), it has been possible to record 3D images - consisting of respective left and right 1080p Full HD images - onto a single, standard Blu-ray Disc. Panasonic has also developed a technology to decode and play back the left and right Full HD image data recorded to the Blu-ray Disc in real time.

Thus, the technological solution incorporated in Panasonic's Full HD 3D Plasma Home Theater System eliminates the issues earlier 3D solutions encountered. Among these issues were picture quality degradation (caused by combining the amount of information needed for two images into one image), reduced brightness, and the need for special line-by-line encoding of the material (which eliminates the possibility of combining 2D and 3D material on one disc).

Panasonic is also developing professional products and services, which can be used for producing 3D content. While 3D content producers previously had to hand-build their own 3D production systems by physically connecting multiple 2D production devices, Panasonic is currently developing a professional Full HD 3D production system. The system consists of a twin-lens P2 professional camera recorder and a 3D-compatible High Definition Plasma display. The twin-lens P2 camera recorder enables the capturing of natural and high-quality live 3D images.

3D mastering services are available at Panasonic's Hollywood Laboratories and the integrated Panasonic Hollywood Laboratories Advanced Authoring Center. Thus, Panasonic is the first company to offer products and services along the whole 3D signal chain. Professional equipment from Panasonic can be used for recording and mastering Full HD 3D content. Panasonic's consumer products, such as Blu-ray Disc players and plasma TVs, will ensure high quality playback and display of the 3D material.

Technologies and expertise obtained from use in post-production has enabled Panasonic to further develop high-quality 3D viewing performance in its Plasma technologies that will help 3D content producers to quickly and easily evaluate the image quality of 3D content.

"Our technological solution surpasses conventional 3D technology currently available and Panasonic is fully committed to making it available to customers very soon," Fabien Roth, Senior Marketing Manager Panasonic TV Group. "Panasonic's Full HD 3D technology will be delivering a truly immersive experience. People will no longer be watching a movie; they will be experiencing the realism of Hollywood film."

In order to show the full potential of Panasonic's Full HD 3D experience, visitors to the Panasonic booth in Hall 5.2 a/b can watch breathtaking 3D material from Panasonic as well as the trailer for James Cameron's upcoming movie AVATAR.