LG banks on new 3-D TV for revival

The 3-D TV battle is heating up.

LG Electronics, the world’s second-largest maker of LCD televisions, announced yesterday that it introduced a new 3-D TV model in the Korean market, dubbed Cinema 3-D TV.

LG’s new 3-D TV uses the company’s Film Patterned Retarder (FPR) technology, which creates 3-D images by sending visual information to both eyes simultaneously. The company argues that its technology lessens image overlap and eye fatigue.

LG has diverged from Samsung Electronics, as the latter utilizes active shutter glasses technology, which sends data to each eye sequentially.

“FPR-based 3-D TVs are the second-generation of 3-D TV. They are more advanced than active shutter glasses-based 3-D TVs,” said Havis Kwon, head of LG’s TV division, at a press conference yesterday.

“We will work to lay the groundwork this year to become the leader in the 3-D TV market next year,” he said, adding the company will soon sell its Cinema 3-D TVs in the Chinese, American and European markets.

LG hopes consumers will opt for its TVs for two more reasons. The company says FPR technology allows it to offer lighter glasses, which puts less strain on viewers’ ears and nose. They weigh 10 grams - one-third of competitors’ glasses.

LG says its latest 3-D TVs are considerably cheaper because they use filters developed by LG Chem - its sister company - instead of ones developed by foreign firms. LG’s 42-inch Cinema 3-D TV will cost around 2.2 million won ($1,962).

LG Electronics aims to sell some 40 million TVs in the global market this year. Should the company be able to achieve the target, its market share worldwide will amount to 16 percent, up from 12 percent last year.

Samsung is expected introduce its latest Smart TV with 3-D capabilities today.

By Kim Hyung-eun [hkim@joongang.co.kr]