Sony boss Sir Howard Stringer is very keen on 3DTV, and wants all branches of his company to embrace it.
His goal is that Sony TVs, PS3 consoles, Blu-ray players and VAIO laptops will all be compatible with stereoscopic 3D by the end of next year.
"Today, 3D is clearly on its way to the mass market," the Financial Times expects Stringer to say at a Berlin trade fair, imminently.
"As with high-definition a few years back, there are a variety of issues yet to be addressed. But the 3D train is on the track, and we at Sony are ready to drive it home."
The Sony televisions will use "active shutter" technology, where special glasses have tiny shutters that open and close in time with the television. Most cinemas use a polarisation technique, but this requires an audience to be sat at a certain angle, making home use unsuitable.
Like the struggle between HD-DVD and Blu-ray in recent years, one format has yet to be settled on.
Sony, however, is far from a 3DTV pioneer. Samsung and Mitsubishi already sell 3DTVs, although US shops stock far more models than the UK. Plus, the PS3 is already capable of producing 3D images, as Blitz Games boss Andrew Oliver told us earlier this summer.
His game, Invincible Tiger: The Legend of Han Tao - released last month on PSN and XBLA - can be viewed in 3D by anyone with a telly capable of supporting the image. And the BlitzTech engine can be licensed by third-parties now.
Go through the stereoscopic looking glass with Andrew Oliver to find out how the technology works.