September 2, 2011 in Business

This TV will really get into your head

Yuri Kageyama Associated Press
 
Associated Press photo

A model wears a HMZ personal 3-D viewer during a news conference Wednesday at Sony headquarters in Tokyo.
(Full-size photo)

Details

THE PRODUCT: Sony Corp. will start selling a head-mounted display that provides a 3-D theater of music videos, movies and games.

TARGET CUSTOMERS: People who prefer solitary entertainment rather than sitting in front of a TV with family or friends.

availability: The HMZ personal 3-D viewer will cost about $800. It is set to go on sale Nov. 11 in Japan. Dates have not been set yet for the U.S. and Europe.

TOKYO – Sony says it will start selling a head mounted display that provides a 3-D theater of music videos, movies and games, targeting people who prefer solitary entertainment rather than sitting in front of a TV with family or friends.

Sony Corp. said Wednesday that the $800 “HMZ personal 3-D viewer” is set to go on sale Nov. 11 in Japan, and is planned for the U.S. and Europe, perhaps in time for Christmas, although dates have not yet been set.

Resembling a futuristic visor, HMZ, which stands for “head-mounted display,” is worn like chunky goggles-and-earphones in one.

The footage before the viewer – a music video of a Japanese singer in the demonstration for reporters in Tokyo – is crystal-clear and feels like peering into a doll’s house in which a real-life tiny singer is moving.

It seems unlikely that most people – or even technology enthusiasts – will want to buy a product that involves sitting alone and wearing a little helmet. The HMZ might not be Sony’s long awaited answer to Apple’s iPod or iPad but just another quirky device packed with cutting-edge technology that is headed for a limited niche following.

Sony officials said the gadget delivers the immersive experience of a home-theater, or the equivalent of sitting in one of the best seats of a movie theater.

The machine, which hooks up to Blu-ray disc players and game machines, is targeting people who want to enjoy movies or games alone.

It is not recommended for people 15 years old and younger because some experts believe overly stimulating imagery is not good for teenagers whose brains are still developing, according to Shigeru Kato, a Sony vice president.

On the plus side, consumers are growing more accustomed to 3-D these days, with the arrival of 3-D TVs and game machines. Kato noted the most popular movies last year, including “Avatar” and “Toy Story 3,” were 3-D.

HMZ uses Sony’s own OLED screen, a relatively new kind of display that relays superb image quality and color.

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