Santa Clara, Calif. – 3D LCD TV panel shipments increased to
1.9 million in the first quarter, jumping 104 percent quarter on quarter.
According to the
-Advanced LED+3D from Display
Search, this growth represents a 3.9 percent penetration among all LCD TV
panels shipped. In addition, panel manufacturers are aggressively working to
further increase 3D TV panel penetration in 2011, targeting 16.8 percent
penetration in Q4’11, and 12.3 percent for 2011.
“LCD TV panel makers are leveraging 3D as an important
feature to rejuvenate TV market demand, in the hope that 3D provides a new
viewing experience for consumers,” noted David Hsieh, VP of the greater China market
for DisplaySearch. “The addition of 3D is attractive to panel makers because
the price premium can help them increase average selling prices. Of course,
there are many challenges for the industry in promoting 3D LCD TVs to end
users, such as inadequate 3D content, the presence of flicker or crosstalk that
can cause dizziness, price, uncomfortable glasses, and confusion about
different 3D technologies.”
LCD panel makers have aggressive plans to expand 3D LCD TV
panel shipments this year, as they believe 2011 will be the year that is 3DTV’s
potential is realized. In Q1’11, shutter glass type 3D TV panel shipments
reached more than 1M units, while pattern retarder type 3D TV panels followed
closely behind with approximately 880K units shipped.
DisplaySearch’s report said LCD TV panel makers are working
on several approaches to stimulate 3D TV demand.
For the past several months, panel makers have continuously
guided 3D panel price premiums downward. The 3D premium in 240 Hz panels for
use with shutter glasses has been reduced from over $50 last year to $25 this
year. On the other hand, pattern retarder technology is considered to have
higher cost premiums than high frame rate panels due to the difficulties in producing
3D polarizing films.
Panel makers are leveraging new technologies to improve the
3D viewing experience, including the pattern retarder method to reduce flicker,
or shutter glasses to enhance the 240 Hz driving frequency and reduce cross
Manufacturers have improved 3D glasses, including the
development of cheaper, more user-friendly, fashionable and comfortable
glasses. Some have also developed universal glasses to achieve compatibility.
And since the amount of time consumers spend watching 2D
content will exceed that of 3D on a 3D-ready TV, it is important to not
sacrifice 2D quality, including full HD picture quality and high brightness. DisplaySearch
said some panel makers have developed high aperture pixel technology to improve
vivid full HD picture quality, as well as high contrast panel technology to
realize real black, even in low gray scales.