In direct response to the ‘silly glasses’ factor that threatens to prevent the take-up of 3D TV in bars and uber cool households, Toshiba has brought a commercial 3D television model that allows viewers to see 3D images without the need for polarising or 'active' glasses.

Launched in Japan this week, Toshiba is claiming the launch of the Regza GL1 Series as a ‘world first’, but critics are already raising doubts as to whether this technology will catch on either. With the smallest available model presently costing ¥119,800 (US$1,400), cost may be a significant factor.

Toshiba has initially announced two models – one with a 305mm screen, and the other with a 508mm screen – both of which use a liquid crystal display and proprietary processing technology to create their 3D images. The Regza GL1 Series also allows users to switch between 2D and 3D TV operation.

While the broadcast industry acknowledges that 3D television is hindered by resistance to wearing glasses, the initial reaction in Japan appears to be a combination of curiosity and caution over the new technology. Toshiba says images on the 305mm screen are best viewed directly from the front at 650mm, making 3D less effective when viewed from different points around a room.