This latest LG offering into the 3D and internet-connected TV market is an interesting one, and one worth paying special attention to. Why? First, it’s a good TV. It does everything a fully-featured TV is supposed to, and that alone makes it deserving of a second look. But beyond that, this TV marks an interesting development in—and reaction to—the realities of the 3D TV market in 2011.
So now—if you don’t already know—you’re probably asking yourself what the heck this guy is rambling on about. To answer that, let’s start with a short course in 3D history.
• First, there was reality—that began in 2D, maybe even 1D, because I don’t think the first life forms were capable of stereoscopic vision.
• Then there was Cyclops. Same problem.
• Skipping ahead a bit, movie makers in the 50s introduced anaglyph 3D in theaters. They required that movie-going stooges put on silly glasses with red and blue tinted filters to separate the right and left images into their respective eyes.
• In the latter 2000s a few movie studios even hoisted those glasses on an unsuspecting public by stuffing Blu-ray boxes with them and calling the result 3D. Even through our red/blue-induced nausea we knew better.
• Finally—with a few steps in between—the 3D@Home consortium agreed on a 3D Blu-ray standard, and the era of 3D HDTV was launched in 2010. The public rejoiced. Well …
… Back to the present. Most, meaning 95 percent, of the 3D TVs on the market today use a system commonly referred to as active 3D or active shutter glasses. Those TVs flash alternating left and right images every 60Hz or so, while a set of battery-operated shades on the viewer’s face shuts out or lets in the TV image through active LCDs built into the lenses. I’m pretty thoroughly amazed by that process—the thought that each lens is covered with tiny liquid crystals that flex themselves open and closed on command to help create a 3D image in my brain. Ingenious stuff this technology.
Yet, as impressive as that process is, it’s also a bit clunky. Many of the glasses are big, ugly and very expensive. Aside from a few promotional exceptions, active shutter glasses run around $150 a set. And what’s worse, the glasses for your TV may not work with your friend’s TV, even if they’re the same brand.
Wouldn’t it be nice if we could just take the glasses from a 3D cinema and use them on our home TVs?

Screen Size Diagonal 54.6”
Contrast Ratio (DCR) 8,000,000:1
TruMotion (Frame Rate) 120Hz
Local Dimming (2D and 3D)
Limited Warranty 1 Year Parts & Labor
Full HD 1080
ENERGY STAR® Qualified
Ports 4
DLNA Certified®
XD® Engine
Picture Modes (Intelligent Sensor/Vivid/Standard/Cinema/Game/isf Expert 1/isf Expert 2)
HDMI™: 1080p/1080i/720p, Component: 1080p/1080i/720p, RF: 1080i/720p
24p Real Cinema (5:5/2:2 Pull Down)
(24p 5:5/2:2 Pull Down) (HDMI 1080 24p)
Expert Mode/ISFccc® Ready
Picture Wizard II (Easy Self Calibration)
Audio Output Power (Watts - THD 10%) 10W + 10W
Dolby® Digital Decoder
Infinite 3D Surround
Clear Voice II
Auto Volume Leveler
LG Cinema 3D (FPR)
2D to 3D Converting Depth Control Level
3D Depth Control
3D to 2D
LG Smart TV
LG App Store
Web Browser
Wi-Fi® Ready (Adapter Included)
DLNA Certified®
Windows 7 Certified
SIMPLINK (HDMI CEC)
Wireless HD Ready (2D Only)
The question of how important 3D is going to be is a good one, but I’m not sure if it’s really that meaningful. 3D as a technology is here to stay, and there’s enough potential for killer apps (sports and video games being two prime examples) that I’m sure it *will* find its place. I’m certain that that place won’t be the primary way we watch TV and movies moving forward, and there’s a lot of rocky terrain between where we are now and calling 3D a success, but we’ll reach a sort of equilibrium eventually.
Products like this one will help to exert pricing pressure, which is a big deal. The pricing just flat out needs to come down on this stuff. They should be operating at razor thin margins (or maybe even a slight loss) to maximize affordability, and they should refuse all exclusivity deals in order to maximize content availability. Instead they thought, stupidly, that the technology itself would be the main draw and built this whole premium pricing and content strategy around that which has mired them in weak demand and average sales.
If they never change their strategy, they’ll just continue plodding slowly towards the eventual inevitable state of acceptance and moderate use outside of niche importance. If they reorganize around the realities of the market, they’ll get there a lot quicker and probably realize more gains in both the near and long term.
Hi Jim,
I’ve said similar things to people re: Mits DLPs before—on a dollar-per-inch basis, those sets rock.
As for the LG—really, it is a pretty decent 3D experience, and one I think most people will like a lot, provided the content is high quality. Once you pipe cable/vod into it, there’s just not enough resolution to make the soup.
Good Luck.
As an ex Mitsubishi employee calling on my accounts, I had the opportunity to see this 3-D format and found it immediately not acceptable in my eyes - for the very reasons mentioned. However, I question just how important 3-D is going to be in the market. I did not notice any great jumps in overall sales by ANY of my accounts nor did I speak with any ultimate consumers looking specifically for this feature during special sales events. Without question I still maintain that the Mitsubishi DLP sets had the most outstanding effect along with an appreciable picture size at a price point that was considerably less that competing flat panels. I just wish the message was communicated better, sooner. I am in the process of providing resumes…
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@Jason, I agree, that 3D will probably never be the primary way people watch TV, so if this one, with it’s easier entryway via cheap glasses, allows more people to experience 3D, then Yes, it think it’s a very good thing. And ultimately, I like this television a lot. My family was sorry to see it go.
On TV prices… do you happen to remember what a non-3D 720 50-inch LCD cost three or four years ago? Twice what a much better TV does now. Prices will come down, but any dealer will tell you that margins are already razor thin.
on exclusivity deals, a studio president who has an exclusive deal on 3D titles with another TV maker told me that they were well compensated—-meaning that the studio made more selling the discs directly to the TV manufacturer then they would by selling them themselves in the traditional manner.