The friendly green monster Shrek, the blue-skinned Na’vi of the planet Pandora and Wayne Rooney’s shots on goal will shortly take on a new, three-dimensional glory. Spurred on by the success of the Hollywood fantasy blockbuster Avatar, the world’s top electronics companies believe they can make 3D television sets the norm for consumers in the US and Europe within three years.

The Korean company Samsung kicks off the industry-wide push – and battle for brand supremacy – by launching a 3D range that will be in British shops by the end of the month. Billed as the world’s first high definition, three-dimensional LED televisions, Samsung’s range will be serenaded by the Black Eyed Peas at a glitzy global marketing debut in New York tomorrow.

At a press conference today, Samsung said its televisions and Blu-ray devices will come with a starter pack of two pairs of 3D glasses and a Blu-ray version of Monsters vs Aliens under a tie-up with the movie studio DreamWorks Animation. “It’s quite simply the entertainment revolution of our time,” said DreamWorks’ chief executive, Jeffrey Katzenberg. “It’s as important as the introduction of sound or colour.”

Keen to get in on the act, the Japanese company Panasonic will sell its first 3D television at a BestBuy electronics shop in Manhattan this week. And Sony, which expects to begin selling its sets in June, has set an ambitious target of selling 2.5m 3D televisions by March 2011 – amounting to roughly one tenth of all its global television sales. In British shops, John Lewis’s vision buyer, David Kempner, said he expected demand to be a “slowburn”, with an opening price point of £2,000. “HD is still a relatively new concept and consumers are just getting used to it but 3D will be the next big thing. Given it has the support of all the major manufacturers, 3D technology has got momentum of its own but it also requires content providers to support it and there is a time lag there.”

Experts say that 3D televisions are likely to enjoy mainstream uptake because the technology behind them barely costs any more than existing sets. To achieve three dimensions, manufacturers need more powerful processors but the fundamental make-up of the television changes only marginally. The only substantial extra cost is making 3D glasses. “The add-on cost of manufacturing isn’t significant,” said Jim Bottoms, director of the technology consulting company Futuresource. “Set makers are starting to incorporate 3D in higher-end televisions this year. Very quickly, certainly by 2015, virtually every full-sized television will have 3D capability.”

Although pricing for British shops is yet to be finalised, Sony’s 3D televisions range in Japan from around £2,150 for a 40in set to double that amount for a 60in model, while Samsung is charging $2,000 (£1,350) to $4,000 in American stores. Sport and films will be the early applications for 3D home entertainment. Under a deal with Sony, Sky has already begun showing certain Premier League matches in pubs on 3D televisions and this summer’s World Cup could be a watershed for the technology: Sony will film 25 matches in South Africa using 3D cameras.

The opening ceremony of Vancouver’s Winter Olympics was available in 3D. More than 20 movies in 3D are scheduled for release this year, including Tim Burton’s Alice in Wonderland, which topped Britain’s cinema box office charts at the weekend. Mainstream television programming will take longer. The BBC and ITV have expressed interest in experimenting with 3D content.

But Bottoms said everyday shows were unlikely to go 3D until technology arrives to eliminate the need for special glasses, which is thought to be up to five years away. “We see the next three to five years as being ‘event-driven’ for 3D. When we get to a glass-less solution, then we’ll really see 3D become more pervasive,” he said.

It has taken decades even to get to this point. The first 3D film, The Power of Love, was made back in 1922 and dozens of movies came out in the 1950s including such gems as Creature from the Black Lagoon. But a key problem was “3D fatigue” whereby viewers’ eyes became tired from distinguishing the twin images needed to create depth perception.

Samsung’s president of visual display products, Boo Keun Yoon, told the Guardian that 3D fatigue killed off three-dimensional filming in the 20th century but that new techniques have overcome this lingering problem by creating a more consistent image. “We’ve recently had developments in how 3D films are shot,” said Yoon. “I believe 2010 will be the year of the 3D television revolution. Probably by the end of this year, we’ll see an explosive growth in demand.”

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