Philips shows 3D over existing infrastructures with 3D IPTV, 3D VoD and 3D on Bluray demos at IBC 2008

AMSTERDAM, The Netherlands — Royal Philips Electronics (AEX: PHI, NYSE: PHG) will demonstrate 3D IPTV, 3D VoD (Video-on- Demand) and 3D on Blu-ray at IBC 2008 (September 12 – September 16). Each of the three demos will show how the company’s 2D-plus-Depth content format can be distributed easily over existing content distribution infrastructures and play-out devices, enabling a great 3D movie viewing experience on a variety of 3D displays in the home.

First off, Philips will show a technology demonstration of 3D on Blu-ray Disc, where its content format is applied to Blu-ray to bring high quality 3D content to the home (as shown at the IFA in Berlin).

Secondly, in cooperation with the leading telecommunications operator Telefónica, the 3D IPTV technology demonstration will show 3D Video on Demand over an IP infrastructure. Imagenio is the TV platform which Telefonica uses to deliver TV by IP and ADSL in Spain, Czech Republic, Chile and Brazil, providing straightforward TV channels, VoD, and interactive services to 700000 subscribed users. Raúl Ortega del Rio, Director of Telefónica Research & Development: “The Imagenio 3D IPTV VoD demonstration is the first worldwide experience that provides 3D TV, without the need for viewing glasses, integrated in a standard IPTV solution, and supported by a standard network. A key novelty is that the solution devised only takes up 15 percent more bandwidth. Unlike other systems which utilize 100 percent more bandwidth.” Obviously, 3D displays are needed to experience the 3D effects.

Thirdly, Philips will show 3D VoD using the eventIS metadata system on the booth (4.C50) of this leading Dutch metadata management software solution company.

Philips 3D Solutions provides end-to-end 3D system solutions ranging from 3D displays for professional use, 3D content creation and conversion tools to technology licensing. Jos Swillens, CEO of Philips 3D Solutions: “Easy distribution of 3D content over existing infrastructures will be the key factor for the success of 3DTV. Our demos at IBC 2008 prove the flexibility and efficiency of our 2D-plus-Depth content format that will eventually enable 3D viewing in people’s homes.”

Alongside these demos, Philips 3D Solutions will be showing four 3D display products for professional use, the 52″, the 42″, the 22″ and the 8″. The impressive 132″ 3D WOWzone will also be on show again at IBC 2008 (special booth 10F.60). The Philips booth is located in the Europe Hall 1, booth 1.A81 of the RAI in Amsterdam, The Netherlands.