Published: September 1, 2010 08.00 Europe/London

IFA 2010 – BERLIN. 3D TV is set to be one of the major attractions at this year’s IFA in Berlin, which will open its doors this Friday, September 3. SES Astra is broadcasting a daily report from the show in 3D.

All major consumer electronics firms are showing 3D TV in all shapes and sizes. In the past few years, sales of flat screen TVs for HD have smashed many sales records, now 3D seems to be the trend for early adopters. And the industry is happy to oblige, as is shown at this year’s IFA at the stands of Philips, Sony, LG Electronics, Samsung Electronics and Panasonic. Satellite operator Eutelsat is also showing its 3D demo channel, which was launched as early as March 2009 (in the TecWatch section in Hall 8).

In terms of sales on the German market, digital has now completely taken over from analogue. According to figures published by the high tech industry association Bitkom, 95% of the total of €13.4 billion turnover was digital, good for €12.7 billion (see chart). According to the association, developments such as HDTV, 3D and hbrid TV are fueling further growth of the market. According to GfK, around 40,000 3D TV sets have been sold in Germany so far this year.

3D will also be the major subject of a number of keynotes during the fair. On September 3, Bryan Burns, VP of strategic business planning and development at ESPN, will discuss the challenges and alliances that need to be formed to drive consumer interest in 3D, along with his company’s experience of broadcasting sporting events in 3D. Burns will address lessons learned from pioneering 3D coverage of the Masters and World Cup. In addition to his review of what ESPN has already done, he will outline what is next in the 3D space for the next year for the network in the US.

Also on September 3, Bernhard Burgener, CEO, Constantin Medien AG, will discuss the role of cinema in driving 3D media consumption. He will preview trailers of the computer-generated animation feature Konferenz der Tiere (Conference of the Animals), and the first 3D instalment of the hit video game series and media franchise, “Resident Evil.”

“The 50th IFA is focused on driving the 3D agenda and demonstrating the future of entertainment – in the home, in the theatre, and increasingly in our digital lives,” said Jens Heithecker, executive director of IFA, in a statement.