A 3D TV in Telstra’s newly-opened Executive Briefing Centre is said to be the first commercial installation of three-dimensional content and technology in Australia.

The 52-inch display allows viewers to engage with 3D content without having to wear polarising glasses, and is expected to attract the attention of consumers in busy retail environments.

Telstra’s 3D TV is located in the reception area of its Melbourne facility and displays a short loop made of 15- to 60- second purpose-built, 3D video clips.

Telstra CEO, Sol Trujillo, is said to feature prominently on the display explaining the benefits of Telstra’s Next G and Next IP network, as well as what the telco calls ‘Next Dimension Working’.

Other content clips include sponsor product launch clips, brand messaging, and Telstra education messages.

3D content is created and supplied by Telstra’s Retail Media Solutions partner, Prime Digital Media.

According to PDM Creative Director Julie Frikken, 3D content production requires scenes to be designed with differing views, using calculated image offsets to create a visual environment similar to that the eye processes everyday.

Images then are split into multiple views for replay on the purpose-built 3D display panels.

“The animator needs to be something of an ophthalmologist as well to understand and master these techniques,” she told iTnews.

“Background, mid-ground and objects projected beyond the screen surface effects are achieved by careful image placement, scaling, dimensional offsets and colour usage.”

“If structured well you will see objects in a true dimensional space,” she said.

3D viewers are nothing new, Frikken explained, noting the evolution of technology from red and green coloured glasses in the 1950’s to polaroid-filtered glasses that are currently in use.

The 3D TV achieves what she called the ‘holy grail of 3D’, which is 3D without the use of glasses.

The 3D effect is achieved by using a precision laser-etched lens to combine multiple images, in a similar manner to how a 3D postcard creates depth from having viewers move the picture to view separate images.

Frikken estimates the cost of a 42-inch 3D TV unit to range between $10,000 to $15,000 depending on features and manufacturer.

Due to the cost of content production, she expects the technology to remain in the realm of retailers, brands and organisations, and not be accessible to consumers for some time.