Dolby 3D is the first approach that will make 3D adoption a reality. It’s an end-to-end system, developed jointly by Dolby and Philips®, that effectively addresses all aspects of the content chain to ensure that all 3D content looks great and that Dolby 3D content looks even better.

In the movie theatre, moviegoers accept 3D glasses as part of the 3D experience. But watching 3D at home is different. TV is a social experience that viewers want to crowd around and enjoy together. Glasses make that experience impossible to achieve. That’s why 3D in the home will not succeed until viewers can enjoy 3D content without glasses, and without thinking about it. Dolby 3D will drive the revolution to make the glasses-free experience a reality.

Dolby 3D will change the way that people expect to experience 3D at home or on devices like tablets and mobile phones. First and foremost, Dolby 3D makes 3D content simply look better. But, it also frees the viewer from uncomfortable glasses that pulls viewers out of the story and often makes them want to give up on a complex 3D experience that doesn’t keep their attention.

Dolby 3D is easy – there’s nothing to think about. You sit down and watch – on your own or with your family or friends. Dolby 3D works in such a way that it expands the way groups can watch 3D, too. The 3D looks great from everywhere in the room – realistic, life like and immersive – without being constrained to narrow sweet spots.

Dolby 3D will make 3D an exciting experience that will be a must-have for consumers in their TV buying purchase. It will take 3D out of the realm of a “trend” feature for HDTVs and into what we come to expect in TVs sometime in the near future.

What’s more, 3D content will become far more widely available. There will be no need for “dedicated” 3D channels – it can mix freely with any non-3D content – again, taking 3D from a limited niche product to something that integrates into the day-to-day experience of programs of all kinds – from film to live sports and beyond.

The dream of 3D comes true when we can ensure that 3D works better through every part of entertainment delivery chain – from the way in which the 3D content is created all the way to when the viewer experiences it. That’s why Dolby and Philips® have designed Dolby 3D to deliver the 3D content along with intelligent information about how the content creator intended it to look. This information enables the TV or smaller device to perfect the imagery on the screen – so it truly looks its very best in all viewing environments.

Dolby 3D is being showcased in booth number SU 1702 at the 2013 NAB Show, April 8-11 in Las Vegas. For more information about Dolby 3D, please visit:

www.dolby.com/glassesfree3D