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With the star power of The Black Eyed Peas and Avatar director James Cameron, South Korea's Samsung Electronics giant unveiled the world's first 3D TV technology aimed at revolutionising the home viewing experience.
At a glitzy ceremony in New York's Time Warner Center, the leading consumer electronics maker announced the launch of a broad lineup of new sets, beginning with 46-inch and 55-inch C7000 models this month, showcasing the LED-lit TVs' 3D picture quality with incredible depth and perfect clarity.
Viewers are to wear electronic glasses that open and close rapidly in time with images designed for the right and left eye, creating a three-dimensional effect.
Samsung also announced the expansion of its strategic alliance with DreamWorks Animation, the US maker of "Shrek," "Kung Fu Panda" and other hit movies to speed up the worldwide deployment of in-home 3D to mainstream consumers.
This will include a first-time feature-length, 3D Blu-ray version of DreamWorks Animation's 2009 release, "Monsters vs. Aliens.
Growth of 3D has been slow because of a lack of programming, the need to wear special glasses and the higher prices of 3D sets, but the recent release of science fiction blockbuster "Avatar," a 3D film by "Titanic" director Cameron, has renewed interest in the medium.
"3D is more than just a groundbreaking technology - it's the future of television, and we are committed to bringing this total viewing experience to consumers everywhere with the best picture quality in 3D content possible," said Yoon Boo-Keun, president of Visual Display Business Unit at Samsung Electronics.
Rapper Will.i.am and his three partners in the The Black Eyed Peas were on hand to promote Samsung's new 3D TV technology.
"This is going to enrich how you view sports, movies and TV at home," he said.
Also present at the launch ceremony were US magnate Donald Trump and Cameron, who has played a key role in promoting the development of 3D content.
Samsung officials say they hope to sell around two million 3D TV sets this year worldwide. Prices are expected to range from around $US2000 ($2186) for 40-inch models to around $US7000 ($7651) for the 55-inch LED C9000.
Meanwhile Samsung's Japanese rival Sony said it would start selling 3D TV sets in Japan in June, but it has yet to announce a launch date for overseas.
Sony said its first -D liquid crystal display TV models would hit the Japanese market on June 10, with a price tag of about 350,000 yen ($4221) for a 46-inch version.
Japan's Panasonic is also set to unveil its new 3D technology shortly.
