TV programs and games do not have to be rewritten to take advantage of the WOW technology, said [Philips 3D president Joe] Swillens. The monitor itself will 3D-ize some content itself. Still, it helps. Viewers seem to like a combination of out-of-screen and behind-screen effects. By working with content producers, 3D effects can be orchestrated.

"Some people get a headache. Some people like it for a long time," said Martin Hiddink, a scientist at Philips Research Labs.

Naturally, Philips is developing tools to port content to 3D. One of the early users could become sports broadcasters, the company said. A base of 3D TVs at home could also encourage more 3D movies.

The technology works by using a lens array to project left and right channel images to each eye individually, negating the need for glasses but also meaning that only specially developed sets can display this autostereoscopic video content. John Korah of ColorLink, another company working in this area, believes that autostereoscopy isn't likely to catch on with home consumers in the near future. Rather, his company is targeting commercial entertainment providers such as arcade game makers to develop highly realistic arcade titles. Korah notes that he has also heard from the porn industry about possible collaborations.