Updates to this story
Toshiba will be releasing two models to its domestic Japanese market - a 12 inch telly for about $1,440 and a 20-inch for about $2,880, reports the Wall Street Journal. Masaaki Oosumi, who heads up digital, has said that the products won't blow everyone away.
They won't be at a "satifactory level in terms of price or screen size," but it shows that the long term view is "ultimately toward glasses-free."
The announcement, at Ceatec conference in Tokyo, is a move to get the drop on the glut of 3D sets being made available - mostly requiring 3D glasses. LG meanwhile is optimistically saying that 3D won't take off until 2011 because of the lack of content.
The CEA is hoping to get a first draft in for a universal 3D glasses standard as early as November.
Even then, the visually impaired - particularly people with good vision only in one eye - will not be able to enjoy the limited content on their expensive sets anyway as the shutter technology in the glasses requires tricking both eyes.