You may have seen LG’s new marketing campaign claiming that in 3D TV tests, 4 out of 5 people choose LG 3D cinema over Sony and Samsung.
It’s an interesting strategy: use combative language on a Times Square billboard or in full page ads in national newspapers to get consumers’ attention. But is it relevant? Not entirely.
If you follow the little asterisk after the statement, you’ll see that these results should come as no surprise since the survey was commissioned by LG.
Drawing on a small sample universe they found that in fact some people do prefer passive 3D technology to active shutter. This is not news, but the fact is consumers, as a whole, are actually buying more televisions with active shutter 3D. According to an NPD study conducted in May 2011, people who walk into a store choose active technology from Sony, and even Samsung, six time more often than they select passive technology like LG ‘s. Now, that type of independent research paints an entirely different picture than the claims made by LG. So let me take this opportunity to share some facts about why active 3D provides a better viewing experience than passive 3D.
Another truth – only active 3D technology can provide you with a high definition picture in 3D. The filters that enable passive 3D TV diminish brightness and reduce resolution in 3D, as well as 2D. Passive 3D glasses effectively halve 1080p resolution thereby delivering only 540 lines to each eye. With Sony, active shutter technology, we deliver 1080 lines of resolution to each eye — Twice as much as passive.
Yes, TVs with passive 3D glasses are less expensive – but you get what you pay for. The lower cost directly translates to lower performance and the fact of the matter is that active 3D technology provides a bright and clear image that cannot be achieved with a passive set. And quality viewing is what 3D is all about. If you’ve made the decision to choose 3D — whether it is to watch sports or an action movie — then you are someone who values picture quality. Naturally you would choose the best possible viewing experience.
And that brings up the last thing you need to know about active technology: you need a great 2D set to deliver stunning 3D performance. So a passive 3D screens’ filter puts it at a disadvantage to a full 1080p Sony BRAVIA with 3D.
There you have it – some truths about active and passive 3D television. And just in time to take advantage of some great TV sales over this holiday weekend. We hope this information clears up any misconceptions. The reality is if you want to make sure you get the best possible 3D viewing experience, you’ll want to go with Active 3D technology.