Sony expects to sell 100m 3D TVs globally in the next three years as consumers quickly embrace the new format.

Hiroshi Yoshioka, president of Sony’s consumer, professional and devices group, revealed the target during his opening keynote speech at the 2010 NAB Show in Las Vegas.

However, he warned industry executives of the need to ensure a high standard of 3D content to encourage widespread adoption. 

Yoshioka said Sony was betting heavily on 3D across its content, production and hardware divisions but admitted standards must be kept high.

“There’s no question 3D is the next great entertainment platform and Sony intends to lead the way and bring 3D into the lives of millions of people,” said Yoshioka. “Making 3D is easy but if it is not made to a high quality it will harm consumer perceptions and consumption of the technology, which will damage its long term success.”

Yoshioka added that making high quality 3D programmes was the best way for Sony to increase sales of devices such as its 3D Bravia, scheduled to go on sale later this year.  

Sony Pictures will produce 3D films including Spider-Man and The Smurfs as well as a 3D concert of country music star Kenny Chesney.

Sports broadcaster ESPN will also broadcast over 85 sporting events in 3D this year, including the FIFA World Cup and X Games, using Sony equipment.    

Sony has also partnered with broadcaster CBS to launch a dedicated 3D research facility as well as launch its own 3D technology centre.

To drive further adoption of 3D technology across other platforms, Sony will offer to update the 33m PlayStation 3 games consoles it has sold worldwide to allow them to play 3D films and games. 

Yoshioka said Sony was the only company that could offer 3D technology from the content creation to delivery process.

“We know audiences want more 3D so from the lens to the living room Sony is the only company which has expertise across all parts of the ecosystem and can bring 3D into homes all over the world,” he said.