TV manufacturer Samsung recently announced that it will be including automatic conversion software - TriDef, developed by DDD - in all of its new 3DTV sets, enabling viewers to instantly "upscale" standard live television into a 3D experience at the push of a button.
TriDef is already embedded in Samsung mobile handsets and Acer laptops.
This type of software has alarmed the film industry, with claims that the automated result is inferior to filming with specialist 3D cameras or using an expensive post-production process.
At a conference in May, Hollwood film director James Cameron - the man behind the animated 3D epic Avatar - warned the result of cheap conversion were "eye strain and headaches".
Panasonic refused to include the software in its 3D sets over quality concerns.
"'We don't think it's right to confuse consumers this early on with second-rate conversion technology,' Fabrice Estornel, product manager at Panasonic TV, told website Home Cinema Choice (HCC).
Chris Yewdall, chief executive of DDD, said the company is not trying to compete with big budget solutions.
"3D is just like any other market - you have good, better and best," he told BBC News.
"We offer a very specific feature aimed at the consumer to get them comfortable with the fact that it is possible to watch 3D at home. There's a cost and quality level associated with that."
Comparing the product with surround sound, Mr Yewdall added that the DDD solution offers an unlimited amount of content as any live TV programme can be split into 3D without adding time and expense to the production cycle.
"When you look at Clash of the Titans , it had a very aggressive schedule and cost of several million dollars. The average consumer doesn't have that. You just want it to work at the press of a button," added Mr Yewdall.
Source BBC news
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