Another day at IFA, another Japanese manufacturer unveils its first 3D TV set, this time around, it's Sharp with a 60-inch monster called the Aquos LE925.
Sharp has beefed up the model with its own Quad-colour proprietary Quattron colour management together with a new technology called "Frame Rate Enhanced Driving".
Sharp says that Quattron can improve the brightness of its TV set by as much as 80 per cent compared to rivals and should deliver 3D content with less cross-talk than ever before.
The LE925 - which uses edge LED backlighting - will be launched in October from £3500 with a Sharp Blu-ray player following a month later for around £380.
It will be interesting to see whether Sharp bundles one pair (or more) of active shutter glasses with the TV set. LG ships two of them with its mid-range model.