Entertainment, Graphics

AMD launches its own 3D support… sort of

Even though AMD didn’t want to come onboard for stereoscopic 3D and instead focused on Eyefinity multi-display technology, the consumer electronics industry decided to firmly back the 3D boat. Indeed, watching Christmas Carol in Dolby 3D only reminds you that consumers will want to experience that at their homes as well – and the Blu-ray Disc Association today took a major step forward. Hollywood studios are lifting the veil today from Blu-ray 3D, a new stereoscopic 3D standard to be launched at CES 2010.

Coming in way behind nVidia, AMD joined the industry unveiling the new Blu-ray stereoscopic 3D standard at the 2010 Consumer Electronics Show

According to AMD’s press release, Blu-ray 3D is: 

  • A new way to enjoy Blu-ray entertainment: Expected to hit store shelves in the second half of next year, Blu-ray stereoscopic 3D combines the crisp, high-definition images the format is known for with high-quality 3D visuals that seem to jump from the screen. As a contributing member of the Blu-ray Disc Association, AMD is working closely with technology partners as the format specifications are finalized over the coming year in order to help ensure compatibility with upcoming AMD hardware.
  • Seeing is believing: At the upcoming 2010 Consumer Electronics Show, AMD and CyberLink will jointly preview Blu-ray stereoscopic 3D entertainment for those in attendance. AMD will be located in the Grand Lobby [GL-8 and GL-10] of the Las Vegas Convention Center. The new standard is one of many 3D technologies AMD openly supports, along with 3D DLP televisions, dual-panel and line interleaved 3D monitors, and is part of AMD?s initiative to further both the art of 3D entertainment, and its adoption in homes worldwide through close collaboration with 3D technology partners, including OEMs, software developers and content distributors.
  • Continuing a proud tradition of technology leadership in graphics: Stereoscopic 3D for HD gaming and multimedia joins a long list of technologies that AMD has led the way in. Most recently AMD launched its series of next-generation ATI Radeon graphics cards, delivering the industry?s first and only support of DirectX 11 gaming currently, and multi-display entertainment made possible by AMD?s ground-breaking ATI Eyefinity technology. [If you can call an unreleased prototype for Stereoscopic 3D "leadership", Ed.]

"AMD has a long, proud tradition of delivering leading technologies to market ? technologies that have a meaningful and positive impact on the PC experience," said Rick Bergman, senior vice president, AMD Products Group. "Stereoscopic 3D is set to be one of these technologies, and that?s why AMD has committed the time and resources to ensure that when Blu-ray stereoscopic 3D is ready for the world, AMD will be ready to bring it to consumers, just as we have done recently with DirectX 11-capable hardware to support DirectX 11 gaming."

Again, reading these comments after all the hubbub of nVidia "lackluster effort to create something new" [comment by an AMD insider], the 3D experience is the way to go forward. Naturally, AMD did not want to invest in creating a new standard, but rather decided to wait until the industry decides which way to move forward. Then again, if there weren’t for more than 10,000 users who went and jumped onboard the 3D Vision bandwagon, we wonder whether this announcement would have to wait for another year or so… there are always two ways you can approach the problem.

"AMD has been a valuable partner, developing hardware optimized for the highest quality video and audio experience with PowerDVD Ultra," said Alice H. Chang, CEO of CyberLink. "With the addition of stereoscopic 3D support for the next generation of Blu-ray discs, we?re ready to bring consumers an incredible new entertainment experience in the coming year. Our joint technology preview at the upcoming Consumer Electronics Show will give everyone a taste of what?s in store."

We’ll be at the CES 2010 and we look forward seeing in what way AMD is answering to the already established 3D Vision ecosystem [http://www.nvidia.com/object/3D_Vision_Overview.html]. It should be noted that nVidia offers two versions of its 3D glasses, one of which is stereoscopic with active shutters. Stereoscopic 3D is not yet widely adopted as only three games are rated as nVidia 3D Vision ready – though a 3D experience is rated as excellent in several hundred titles out there.