Berlin, IFA 2010: At this years IFA consumer electronics show, Sharp Electronics is set to reveal its first 3D LCD TV panel. Using Sharps four sub-pixel technology, which was recently voted TV Innovation of 2010 by EISA, the 3D Quattron has astonishing picture quality, with bright, crisp colour rendition.

To help 3D fans complete their home cinema system, Sharp is also announcing the launch of BD-HP90S, a brand new 3D capable Blu-ray player, which guarantees the best picture quality in both 3D and 2D.� With an elegant, slim design, the BD-HP0S also has a built in wireless LAN function.

The combination of the latest display technologies from Sharp ensures the Quattron 3D TV delivers an unrivalled viewing experience.

Quattron technology adds a yellow sub-pixel to the traditional red, green, blue array, making colours appear clearer and brighter.

The screen also benefits from the UV2A system, also developed by Sharp. UV2A, which ensures optimal alignment of the liquid crystals in the display, helps to produce extremely clear picture quality by maximizing the light admitted from the backlight.

Finally, the innovative and highly energy efficient Super Edge LED backlighting from Sharp ensures perfect illumination of the display and creates an even more brilliant picture.

This combination is particularly effective for 3D TVs as 3D glasses often make the picture appear darker. The combination of Sharps technologies makes the display 1.8 times brighter than other 3D TVs on the market. In spite of this, Sharp has ensured that the 3D Quattron uses no more power than other 3D models.

Sharp uses shutter technology to create the impression of 3D images, meaning that viewers must wear special "shutter glasses" to watch 3D content. This technology works through alternating images through the left and right eye of the glasses using rapidly moving shutters on the lenses which alternate from "transparent" to "dark". The human eye cant perceive the alternation, and the end result is the illusion of a 3D image.

Paul Molyneux, Managing Director of Sharp Electronics UK said: "This is an exciting time for the television industry. 3D technology has the potential to change the way that we watch TV forever. Sharp has a reputation for setting the standards in the LCD TV segment and for upping the game for the industry with technologies like Quattron. The integration of 3D along with our other technologies enables us to go one step further and produce the brightest, clearest 3D images so far achieved by flat screen TVs."

The Quattron 3D TV and the BD-HP90S will launch across European markets over the remaining months of 2010.

The 60" 3D Quattron TV only will be available in the UK from October 2010. It will be priced at �3,500.

The 3D Blu-ray player BD-HP90S is also available in the UK from November 2010. It will be priced at �379.99.