LG is abandoning active shutter glasses for use with 3D screens, citing an overwhelming preference for the cheaper-to-produce passive glasses. The company has seen a two-fold uptake in demand for its LED 3D TVs that come with passive glasses, a UK product manager told PC Advisor at IFA today.

The spokesman told us that 88 percent of consumers favour passive 3D glasses over active shutter types. He cited the lighter weight, wide viewing angles, lack of flicker and the fact that no batteries are required as important factors in this preference.

LG will continue to offer active shutter glasses with its plasma TVs, but all the LED TVs it is showcasing at IFA are passive shutter types. Most models in the new 3D TV range will go onsale from late September. Prices for its LW98 LED 3D TV start at £1799 for a 47in model, with a 55in version carrying an RRP of £2499. They offer 2D and 3D viewing, Cinema 3D with full HD and Blu-ray support and have built-in Wi-Fi so they can deliver content such as ITV Player programming, Ace Tracks music, BinkBox video on demand and other services via its Smart TV portal. All LG LED 3D TVs come with seven pairs of passive shutter glasses. As LG pointed out, “a TV with one pair of 3D glasses doesn’t have a social factor”.

Last year LG forged a successful partnership with Sky to demonstrate the possibilities of 3D viewing, installing 3D TVs in pubs and handing out passive viewing glasses up and down the UK to showcase the technology. The intention was to help garner consumer interest and drum up 3D TV sales for last year’s football World Cup. Although the England football exited early, LG has capitalised on the emerging interest in 3D. Sky and LG have showcased the Sky 3D channel to 1.5 million people in the UK via the pub partnership scheme. LG has seen its sales of 3D TVs double as a result, prompting the move to passive glasses for its entire LED 3D TV range.