Most TV makers are presenting 3D as a desirable new feature for upper-echelon sets. Sony is taking a more aggressive approach, at least in the Japanese market. In 2011 nearly all models 40 inches and up will be 3D capable, relegating 2D to a minority of smaller models.

The announcement came in a Japanese publication. How it will affect the U.S. market remains to be seen though we may learn more at CEDIA Expo in Atlanta later this month.

The news item in question says 50 percent of newer Sony models currently have 3D. Sony is making its latest move in an attempt to capture half of its domestic TV market.

If other manufacturers follow suit, the advanced penetration of 3D in major markets may come sooner than expected. But that would also undercut the main manufacturer motive for doing 3D, which is to tempt consumers to buy step-up models in a retail climate where flat panels have become commoditized. Plummeting prices may be a boon to consumers but they're a disaster for manufacturers.

See CrunchGear.

In other Sony 3D news, the company has secured an exclusive to distribute Alice in Wonderland and Bolt as bonuses to buyers of its 3D products. See Blu-ray.com.