Directors and cameramen prepare to shoot the Spring Festival Gala, aired by Shanghai's Dragon TV in 3D format last month. The program has stirred great interest in 3D technology among TV viewers. Provided to China Daily

Big names in the TV manufacturing industry, such as Samsung, Sony and TCL, have been launching 3D TV sets in China since the third quarter of last year. More than 30 variations of 3D TVs have been launched since December and both multinational and domestic TV manufacturers will launch more in China this year.

Sony, which holds approximately a 40 percent share in China's 3D TV market, says that it hopes 3D TV sales will reach 35 percent of its total TV sales this year, up from 10 percent in 2010. Samsung has also set an aggressive goal: 10 million TV units by this year, with special emphasis on China's market.

The latest statistics from the US-based research company Display Search show that 3D TV units accounted for 9 percent of global TV sales with more than 2.3 million units shipped during the fourth quarter of 2010.

But sales in China have not been encouraging. According to the Beijing-based All View Consulting, only 140,000 3D TV units were sold in China last year.

The consulting company, which specializes in TV sales, says the market penetration of 3D TVs in China was 5.4 percent by the end of 2010, a relatively low figure if sales of LCD TVs are taken into account. The LCD TVs had a 30 percent market penetration.

"3D TVs entered the Chinese market since the third quarter of 2010 and their initial high prices, which were around 20,000 yuan to 30,000 yuan, have kept away the majority of Chinese consumers," says All View Consulting research director Jeff Peng.

He says that with prices going down in the future, the market penetration of 3D TVs is expected to reach 37 percent in China by 2015.

But Gao Rong, the general manager of Foreign Advertising, says the time is now to break into the 3D TV market.

Gao says that the company has benefited and kept its 3D Kan Tian Xia travelogue afloat by selling advertisements during the show.

"In the first two months of this year, we've received 10 million yuan 3D TV related advertisement," he says.

He says when more and more 3D TV channels open up around the world, producers of 3D TV programs can make a profit simply by selling their copyrights.

"Many TV stations, both international and domestic, have expressed interest in our programs," Gao says. "In another five years, the 3D TV industry will blossom all over the world. There is no way for us producers to wait until then. If you want to secure the market, you need to take action now."