This afternoon Sony announced a 3D display product line, a 3D consumer research center, and a 3D demonstration center.

Starting this summer, Sony will offer some models of the Bravia TV with a built-in emitter and two pairs of active-shutter 3D glasses.  Other models will be 3D-enabled, allowing the consumer to buy the emitter and glasses separately.

Sony has partnered with CBS to establish the first consumer research center to focus on consumer response to 3D experiences.  David Poltrack, CBS’s chief research officer, will oversee the lab, which will be located in Las Vegas.

Next month Sony will open a 3D demonstration center on the Sony Picture Studio lot.  The center will demonstrate the latest professional and consumer market 3D technologies and products to the creative community.

Richard Gelfond of IMAX, Howard Stringer of Sony and David Zaslav of Discovery (left to right).

Howard Stringer also announced that Sony is joining with ESPN on the summer launch of an ESPN 3D channel.  This announcement is in addition to Sony’s partnership with Discovery and IMAX for a 3D channel in 2011.  ESPN president George Bodenheimer pointed out that sports were a strong driver in the adoption of HDTV, and he expects it to play a similar role in consumer adoption of 3D.