Sony first announced its 3D ambitions in early September when President and CEO Howard Stringer said the company planned to launch 3D-capable Bravia TV sets and Blu-ray Disc players as well as adding 3D to the PlayStation 3. Sony's plans for the latter two products are already becoming clear: the Blu-ray Disc Association is working on a 3D disc standard while Sony plans to add 3D to all models of the PlayStation 3 via a firmware update.

On the TV side, perhaps the largest and most important part of the picture, Sony hadn't disclosed many details but now that picture is starting to come into focus.

The 3D-compatible sets will include a small piece of additional hardware that enables them to show 3D content but they'll also work as conventional television sets, said Hiroshi Yoshioka, executive deputy president of Sony and head of the unit that includes its TV business, in an interview. Yoshioka didn't elaborate on the additional hardware but said it would only add a little to the production cost of the TV set.

By far the biggest expense for 3D viewing will be the glasses that are required to produce the illusion of a three-dimensional image. Those could cost up to around US$200 and won't necessarily be bundled with a television. By selling the glasses separately Sony will be able to keep its 3D-compatible sets competitive with other sets while only requiring a higher outlay from customers who want to experience 3D content.

Yoshioka stressed that Sony has yet to determine the premium for 3D-compatible sets and whether it will bundle the glasses or sell them separately. But the TV business is perhaps the most price-sensitive of all of Sony's product areas, particularly in the U.S. market, so the company will likely want to keep additional costs down.