A 3D TV, no special glasses needed. Bloomberg Boot Camp, a report on today's technology. They aren't selling it to consumers just yet….but it may not be long. The folks at Philips are among those who have developed flat screen TVs….that can display 3D movies and games…that rival the effects you get in movie theatres with those 3D glasses. Jos Swillens, general manager of 3D solutions at Philips….which calls the technology WOWxv…says it is first being sold to businesses for advertising…

"First of all, if objects float in front of the screen, it grabs the attention of the consumer that's passing by. So in that sense, we feel that it has great efficientness in basically marketing this for advertisement. It allows advertisers to get their message across in a better way. As a next step, you can imagine, that this can also be applied for consumer products. Like 3D TV for consumers to use at home. So in that sense, the starting point is business to business. But we foresee this to grow to the consumer market as the next step."

Perhaps, Swillens says, a few years from now. There are other companies working on making 3D TVs as well. Whether the whole idea catches on may depend upon the amount of content available that takes advantage of the technology. Video games may be the key…

"Modern games have the 3D information available."

The question is…will the technology remain a novelty…or become mainstream. Bloomberg Boot Camp, I'm Fred Fishkin.