ATI, graphics business unit of Advanced Micro Devices, said on Monday that it would demonstrate playback of stereoscopic 3D content on Blu-ray disc media at Consumer Electronics Show next month. The announcement not only means that AMD seems confident in stereo 3D Blu-ray specification, but will also support shutter glasses-based 3D, something that rival Nvidia Corp. has been supporting for about a year.

According to ATI, stereo 3D Blu-ray devices will hit the market in the second half of next year and that AMD, as a contributing member of Blu-ray disc association standard, is working closely with technology partners as the format specifications are finalized over the coming year in order to help ensure compatibility with upcoming AMD hardware.

“AMD has a long, proud tradition of delivering leading technologies to market – technologies that have a meaningful and positive impact on the PC experience. Stereoscopic 3D is set to be one of these technologies, and that’s why AMD has committed the time and resources to ensure that when Blu-ray stereoscopic 3D is ready for the world, AMD will be ready to bring it to consumers,” said Rick Bergman, senior vice president of AMD products group.

At the upcoming 2010 Consumer Electronics Show, AMD and CyberLink will jointly preview Blu-ray stereoscopic 3D entertainment for those in attendance. The new standard is one of many 3D technologies AMD openly supports, along with 3D DLP televisions, dual-panel and line interleaved 3D monitors, and is part of AMD’s initiative to further develop the art of 3D entertainment, and its adoption in homes worldwide through close collaboration with 3D technology partners, including OEMs, software developers and content distributors.

It is widely believed that BDA’s stereo 3D Blu-ray standard is based on shutter glasses technology that is not something exactly new. Many, including ATI, have criticized the method and said that numerous consumers suffer headaches because of it.

 “With the addition of stereoscopic 3D support for the next generation of Blu-ray discs, we’re ready to bring consumers an incredible new entertainment experience in the coming year. Our joint technology preview at the upcoming Consumer Electronics Show will give everyone a taste of what’s in store,” said Alice H. Chang, chief executive officer of CyberLink.

Tags: ATI, AMD, Radeon, Cyberlink, PowerDVD, Stereo 3D, Blu-ray