Source: http://blogs.barrons.com/techtraderdaily/2010/08/26/sony-working-on-3d-tvs-that-dont-need-special-glasses/?mod=yahoobarrons

Sony (SNE) today said it is working on 3D televisions that don’t require special glasses, the AP reports. The report follows news of a similar effort already underway at Toshiba.

The question is whether the companies can produce TVs with compelling 3D images at reasonable prices.

“Seeing 3D without glasses is more convenient,” Sony senior VP Yoshihisa Ishida said, according to the AP. “We must take account of pricing before we can think about when to start offering them.”

Update: The Wall Street Journal notes that Ishida, speaking at a launch event for the company’s new TV models, said the company began to see a rapid deterioration in the U.S. economy in late June and early July. Sony now expects to fall short of its full-year TV sales forecast in the U.S. for the March 2011 fiscal year, but it is keeping its overall target of 25 million units for the year. The company kept its target for 3D sets to account for 10% of global sales; Sony said demand was better-than-expected in some markets, but below expectations in others, including the U.S.

SNE is down 4 cents, to $28.26.

Now that would be something I'd like to see.

Wait... didn't Sony..... "Sony: Nintendo Shouldn't Bash 3D Glasses"

I see...

Toshiba innovates, sony follows.  Seems to be the trend these days

Toshiba is supposed to be releasing 3DTVs that do not require glasses by the end of this year.

Philips released glassless 3DTV a couple of years ago...

sony: "we've been on this project for several years already, we didn't start this project the day after e3"

OT: that would be pretty cool, avatar glassless ftw

Yes they use parallax filter as seen on 3DS. They already have 21 inches screen running with that tech, but it seems they were able to apply it to much bigger screen as well. I dont know the size of them, though.

yea just like sony did not already develop glassless 3DTV already...ol wait a min they already did..the same with Toshiba..

3 negative comment's about just to target Sony and their 3D TV and technology development was just not enough for you i guess..lol

and

Sources close to the company told Japanese news website Yomiuri that the launch of such a TV set is likely to happen before the end of 2010, in times for Christmas.

Three models are planned including a smallish 21-inch model that will sell for "hundreds of thousands of yen" according to the newspaper.

There are a few questions that remain unanswered though; why is Toshiba seemingly limiting the screen size? will the technology be able to track a number of users? will it work well in the dark?

http://www.itproportal.com/portal/news/article/2010/8/25/toshiba-launch-glass-less-3d-tv/

So is Toshiba the only company all set on this 3D TV idea? No, in fact Panasonic is introducing their range of 3D TVs in spring with several other companies having similar plans. What makes Toshiba’s range of 3D TVs stand out is that it is the first in the world to offer 3D experience without the need for special glasses. It would be very appropriate to describe 2010 as the beginning of a 3D TV era!

The technology applied is called ‘Autostereoscopy’. Here the internal imaging system is designed in such a fashion that it emits light rays in different directions and stimulates the viewers’ brains to recreate the images in 3D form.

please note that only 21" screen's are listed