3D television should be available in people's homes by the end of next year.
That's what the chief executive of Sony, Sir Howard Stringer, is expected to say at a trade show in Berlin this afternoon.
For such an influential industry person to get involved with, and back so strongly, what is still very new technology shows how far it's come in the last few years.
2009 has seen an explosion in the number of 3D cinema screens across the UK - with ten new ones opening every week.
If you believe the hype a new film from James Cameron, the man behind Titantic, will revolutionise the genre when it's released in December.
Avatar has been filmed entirely in 3D using new, ground breaking technology.
But it has been tried before, first in the 1950s and then the 1980s, and both times it failed to make any lasting impact.
Now though, with Sony getting in on the act the chances are it won't be long before 3D TV is a reality too.
Not everyone's convinced though.
Dan Sherwood is from Milton Keynes. He said: "Having just upgraded my TV for digital and everything I'm probably not looking to upgrade again just for 3D.
"My view of 3D is those strange little coloured glasses. As for whether or not it'll catch on? Probably not."
The same goes for Kaye from London. She said: "I think it's a bit weird, don't think I'd like it. I like normal TV where I don't have to watch 3D things."
But Chris Sabogale who is 29 and from Walthamstow disagrees.
He said: "My initial reaction is that it'd be absolutely amazing. I love the fact that I could have a 3D image in my lounge.
"To see that world brought right in through your front door would be pretty amazing."