This year’s NAB show opened this Monday with the theme "The Great Content Shift." Going with the theme Dolby Labs and Royal Philips Electronics have jointly unveiled a new 3D HD format, which would deliver Full HD 3D content to 3D-enabled devices. This would include the glasses-free devices as well as the traditional ones that need you to wear the 3D glasses. The companies intend to improve the viewing experience on such devices that range from smartphones and tablets to PCs and televisions. According to them the Dolby 3D technology can be integrated into the existing distribution systems.
Though 3D was launched with a bang and consumers are still not sure whether to pay hefty amounts to get the 3D experience. A large part of the potential consumers also regard it as just a gimmick and a marketing trick. Technologies such as this tend to bring 3D to the mainstream of entertainment and broadcasting. Philips has done extensive research to bring enhanced 3D performance to the audience and aims at standardization and licensing of 3D technology.
The two companies intend to work with the display manufacturers and broadcasters for large scale adoption of this technology. It wants to make 3D content as common as 2D content with the same level of convenience and appeal. Content owners and broadcast operators can encode their 3D content to Dolby 3D and differentiate themselves from the competition. The technology can also be used for the real-time 3D content conversion.