3d_Technology

Research 3D technology is the emerging technology where media is presented in a 3 dimensional format compared to the traditional 2 dimensions. I chose to base my report and presentation on 3D because it is an interesting and broad subject. There are a number of different versions of 3D technology, these are constantly growing improving in there quality. 3D is a massive leap in entertainment.This technology is bringing the viewer even closer to the film, game or television program they are watching. The purpose of 3D systems is to present media in a 3D format making it a far more real experience for the viewer. In simple terms the illusion of images leaving the screen. Currently most media is displayed in the traditional 2D format. 2D formats include DVDs, VHS, Bluray and Digital television. 3D technology has been around since the 1920’s. Although in a very simple form this was still nonetheless 3D.Early 3D technology, the earliest known film to be played in 3D was on 27th of September 1992. The film was called The Power of Love. The first digital 3D film was Spy Kids 3D which was released in 2003. The first version of 3D to come to the public was Anaglyph. This used a two colour system often red/blue to display images in a 3D format. The quality of this was very poor, images nearly always covered with a blue/red tinge because of the lenses used. This technology works by superimposing the image on an additive light. The coloured glasses then separate the appropriate images. Anaglyph is still used where polarised systems are not suitable. Polarisation systems then brought a better quality of 3D to the public and took over in the cinema market with a system branded RealD. This polarised system had none of the colour tinge the previous system struggled with. This system also means you can view the media in a more natural position as the technology doesn’t need the viewer to be in one particular position. This system is already on the verge of an update making the picture even clearer and more defined. Two images are imposed on the screen the glasses then separate these images turning it into a 3D image. Dolby has released its own 3D system unsurprisingly named Dolby3D. This uses specific wavelengths to present the viewer with a 3D experience.The technology still requires eyeglasses. These glasses filter out specific wavelengths creating the illusion of 3D imagery. The eclipse method is the most modern method of presenting 3D imaging, a variation on this is LCD shutter glasses. Liquid crystal will let light through in synchronisation with images. The problem with this system is that it is extremely costly. The glasses themselves are expensive to produce. 3D devices have recently combined with Sony’s Blu-ray platform to produce a high definition 3D platform. This is the first 3D system that’s attempting to gain a share in the home entertainment market. The format can then be viewed using a 3D Blu-ray player and an appropriate 3D Television. Sony’s Blue ray platform uses LCD shutter glasses along with a 3D television set. Sony’s 3D player costs around £200 then you have to purchase a 3D television that’s costs in the region of £600. So in total you are looking at paying just short of £1000 for a full 3D system. BSKYB are currently trying to push a 3D television campaign offering a selection of films and sports coverage in full HD 3D. This uses a Polarisation system but in very high quality.Sky is pushing this to homes and also pubs across the country. 3D gaming is on the verge of emerging and exploding onto the market. Nintendo are set to release their own 3D portable games console the Nintendo 3DS.The console uses an autosteroscopicsystem to produce 3D images without the need for glasses. Microsoft and Sony the other major players in the games industry are also experimenting with 3D technology in their consoles. Microsoft have shown a number of games being played on their Xbox console at various commercial events. This system uses a 3D television set and goggles. Sony have done the same, this could maybe just expanding on their current Blu-ray 3D platform. Both Microsoft and Sony use an LCD shutter system at expo events they have been seen at. Sony also claims that their new portable gaming system the Xperia play will be capable of "silky smooth 60fps 3D mobile gaming".Sony have not disclosed what type of screen the device will use but they have stated that it will not need glasses to be worn while playing on the device. It will be a direct rival to the 3DS. 3D television screens are also being developed that do not need glasses to be worn by the viewer. This system is called Autostereoscopic. This system was originally developed by Sharp. This system is now used in Nintendo’s new 3DS gaming console, it is not yet used in movie presentations. Youtube have launched a dedicated channel on their website for 3D content. This is for users to upload content through their emerging devices capable of recording in this format. This has not had any publicity because it is in a very early stage of development LG have unveiled the Optimus 3D, the first 3D mobile phone handset. The handset doesn’t require 3D glasses as it uses an autoscopic system. The device can display 3D content but also record in 3D. Users can then plug the phone into a 3D television set using HDMI to view the content or display it on the phone. The phone is powered by a version of the android operating system. The handset can also play a selection of 3D games. This technology will target the consumer market more than say the business sector. 3D is more of an entertainment service rather than something that would make a significant difference to a business environment. As the technology gets a tighter grasp on the consumer market it will put it in a superior position to push for the business sector. 3D is currently an expensive luxury to have and in this economic climate businesses will not want to put out cash for something that isn’t essential. The price of this product could also hamper its push for a large share of the home market. Consumers currently want value from their purchases. Does 3D really offer this at the present time' The content being pushed in 3D is available in a selection of alternative formats but more importantly cheaper formats. In its infant stage 3D needs the best possible chance at growth it can get and the current climate doesn’t offer this. Will this format succeed where others have failed' Success Many technologies have burst onto the scene then fizzled out. Examples of this include UMD (Sony’s universal media disk) for portable machines. This was used in their Play Station Portable system but was then cut out in favour of content downloads. This was also the case for mini disks. Mini disks arrived shortly after CDs but content downloads killed the format off as there was no real need for it. One of the most iconic technology battles was VHS and Betamax. Both were tape formats, by most people’s opinions Betamax was the better although VHS won. Why' It was simply because it was cheaper. 3D technology in general has no competition. The competition lies within the 3D market its self. Different manufactures are producing a range of different systems. The main players at the moment include Sony, Panasonic and LG. Each 3D system is slightly different but the content format the media is delivered on is standard. The current 3D platforms are Blu-ray 3D and 3D broadcasting. In the gaming industry Nintendo and Microsoft are working on 3D gaming. Nintendo will be releasing the 3DS on the 25th of March in the UK. This retails at around the £200 mark, only £20 more than the original DS console. 3D technology has been trying to make a burst on to the scene for a while but has struggled. Nintendo released the virtual boy which was said to be a commercial failure for the company. The system was released early to give more resources to the ultra-64, it didn’t receive a great reception on launch. It suffered from poor graphics and was voted one of the ugliest tech products of its time. Nintendo then tried to incorporate 3D into a selection of its other consoles including the GameCube and original DS. This was never pushed to the consumer market. All this testing of products will have taught Nintendo something. This time around nothing is rushed and they have managed to surround their new console with an air of expectancy. This competition within the market is more of a good thing for this technology as it means continual improvement, competitive pricing and generally a better market for the consumer. No technology is putting 3D under threat, each manufacturer will be pushing to produce the best system they can offering the consumer better value and a better experience. The only real threat that could possibly damage 3D would be cheaper systems such as high definition formats. These offer a great quality format but what would be at a lower cost both in terms of the initial pay out for equipment and after for the content. High definition in some people’s opinions is merely a stop gap nothing exciting between standard television and upcoming 3D. First 3D has to conquer the standard definition format. Standard definition offers a cheap media platform. DVDS can be picked up for around 7 pounds, will people really pay double some times 3 times as much for the same product in 3D' 3D is a solid candidate for success. It now has the backing of all the major players in the technology market. With all of these manufactures launching products it looks like a solid start for the fledgling product. No real competition to the format means competition within its own market. Promoting growth, innovation and putting the technology in a stronger position. Out of all the 3D technology within its own market which will become the market leader and most successful. Which will prevail the 3DS or the Xperia Play' Which TV set will become the most popular' And which format for cinemas will become the standard' Both Sony’s machine and Nintendo’s offers such a high level of technology to the average consumer. Nintendo have a long history and experience in the games industry no other games manufacture has this. This experience could be the key difference between the two companies and systems. The key differences between two systems Sony’s system runs the open source android operating system compared to the 3DS which runs a bespoke closed source OS. The Xperia play is download only software while the 3DS also takes cartridges. The Xperia play is also a mobile phone! The 3DS does have some nice features though including something call street pass. This allows a user to transfer game data to someone who passes them in the street. It also has a built in activity log as the device counts your steps and exercise for the day. So what can Sony’s system offer' Well running android OS means anyone can develop for the system. This may mean that more software is available for the system. It also opens up the device for a range of other uses including being a sat nav. Sony’s machine is also the more powerful of the two. The device features the new snapdragon processor and 512MB of ram. Also included is a 5MP camera. These two offer such strong competition that it’s hard to give a candidate for success. They both offer great features but are targeted at different consumers. The 3DS is aimed at casual gamers while the new Xperia more hardcore gamers. The Xperia offers more than the 3DS in all round performance which I feel makes this device a better candidate for success along with its open source OS. All of the televisions that are available are very much the same, they need 3D input to produce the 3D effect. So for example a 3D sky package,Bluray player or other input is needed. When it comes to 3D cinema as time goes on I feel that LCD shutter glasses will come into the market as they produce a better quality picture for the viewer. Current systems can have an effect on the picture quality. Implications So what implications could 3D technology have on our everyday life' Will it affect how we view entertainment, how we work and how we learn' It will certainly affect how we view entertainment. All media we view could potentially be shown in a 3D format as well all the games we play. Books and magazines could also benefit from 3 dimensional graphics. Helping children to learn could be a considerable advantage to 3D, making subjects and lessons more interesting. Breathing new life into classic material with 3D book pictures or films. When it comes to the way we work I think it will be harder for the technology to make an extensive difference to the way we work. The technology just isn’t needed; jobs can be done without it. I feel this will change over time as the platform is developed but in its current infancy we won’t see a difference for a while. The method in which we communicate could be transformed over time. If a person could be presented as a 3D image it would be a preferred method of communication for people over long distances. A piece of technology that brings people closer always has a large impact on the market and on society as a whole. An example of this is the Blackberry, a device that combines all forms of electronic communication; email, SMS, MMS, the web, telephone calls. RIM now holds the second largest share of the smart phone market. The company moved to this market position in the timeframe of just under 3 years. The phone was originally designed for the business market but with steady growth it had implications on the consumer market as this generation of teenagers like the feeling of being able to communicate freely. When it comes to how we exercise I don’t see 3D having a large scale effect, a 3D physical games machine could encourage some people to exercise. 3D videos could be shown at the gym to help people with equipment and to broadcast information. 3D could help people exercise better by provide a clearer set of instructions for people to use. This could cut down on the injuries people pick up at the gym. With more and more aspects of life moving on to a 3D platform would this have an effect on people who cannot use the technology' It could isolate some people from services that need 3D. The real task will be creating a 3D platform that everyone with disabilities can use. Before the technology can replace the standard monitor screen or television screen accessibility options will need to be addressed. On the other side of things 3D could be extremely beneficial to the economy. It could breathe new life into struggling stores and companies who could re-release films or media in the new 3D format. Piracy could be cut right down with growth of 3D technology. Currently films are recorded in the cinema and then posted on to the internet to be downloaded. 3D films cannot be recorded meaning this straight away cuts out one way to pirate movies. This does not stop home releases being ripped and then sold but it still goes a fair way to starting to combat the problem. Complaints& Issues Common complaints among 3D technology include people can feel motion sickness. People with blindness in an eye struggledwith Anaglyph 3D because the technology needs each eye to see a colour. Health issues and worries have been raised with 3D technology. There are claims that 3D can affect your eyesight. Nintendo have also set an age restriction on their new console. They have stated that it shouldn’t be used by anyone under 6 years old as it could cause damage to their eyes. Some research suggests that viewing in 3D can cause headaches, eye strain and a feeling of tiredness. The research also revealed that the further away you are viewing from the easier it is on your eyes. The majority of people suffer no problems while watching 3D content. When viewing a 3D film it is recommended that if you start to suffer from headaches you should remove the glasses and stop watching the content. People may also struggle to view 3D if they already wear glasses, it would be rather hard to put another pair on especially if they are a tight fitting pair. This is where the development of autosteroscopic comes into play, with this version of 3D there is no problem for viewers with glasses as the technology requires none to be worn. Conclusion 3D technology has a long way to go when it comes to being the standard for a consumer media platform. It does though have the potential to do this. The technology offers a considerable difference to the way we view our media. A development at this level will catch on it just takes time. Over the next 12 months the development of 3D will come on dramatically. Manufacturers are set to release a range of 3D products and services. The 3DS, television sets, 3D Blu-ray players and 3D graphics cards for PC’s.As the technology works its way into homes more and more consumers with see the benefits and gain an interest.As LG release their new handset other manufacturers will see the potential. The potential for this technology is huge. The constant development of this technology proves that given time 3D will work its way into every home. Bibliography Wikipedia (2011) Internet, Available from http://en.wikipedia.org/wiki/3-D_film Accessed 15th March 2011 The Guardian (2011) Internet, Available from http://www.guardian.co.uk/technology/3d Accessed 16th March 2011 Engadget Magazine (2011) Internet, Available from http://www.Engadget.co.uk Accessed 17th March 2011 Sony 3D technology (2011) Internet, Available from http://www.sony.net/united/3D/ Accessed 17th March 2011 Sky 3D (2011) Internet, Available from www.sky.com/shop/tv/3d/ Accessed 18th March 2011 LG (2011) Internet, Available from www.lg.com/uk/3d/ Accessed 18th March 2011 Nintendo Magazine, 3DS Special Accessed 18th March 2011