Three's Company

I would say it's probably bigger, because it's completely different really. It's the first time you've switched on your other eye. With HD we've gone for more resolution, which is great, more detail, better quality, but suddenly you've just switched on the other eye for the first time ever, you see the world with both eyes every day, yet in everything that's being pumped through your television you've gone back to seeing it as if you only had one. So really it's that level of significance. Is more resolution a bigger thing than switching your other eye on? I always think it'll be something that's horses for courses - some people may not want 3D, they'll be perfectly happy with just 2D, in the same way that my grandma never upgraded her black and white TV to colour.

I don't think we'd be as naive to say one day we'll all be watching everything in 3D, I think everything's got its place, and basically 3D is a creative tool for anybody to use appropriately. In the same way that people still make black and white movies now, it'll be the case that people are still making 2D movies in the future because they're a creative choice, "I want people to experience it in this way." Right now it's very popular to do 24hz film-like solutions, even in games -we put lens flare in games as a visual effect, and movies do their best to get rid of these sort of things. If they get a shot with lens flare in, it's "reshoot that one, please." And we're inserting them into games as a creative choice.

I don't think so at all. In the same way that you can say there are so many people out there who are colour blind, I've got two brothers both colour-blind. In my family, 50 per cent of the children - I've got a sister as well - were colour-blind. Doesn't really affect colour television...

Right, yeah, right. Certainly I think when it comes to 3D though, there'll always be some people out there who can't even experience 3D, if they've got one eye or them kind of issues, then obviously it's not an option for them. But then there's far more people it is an option for. I think also there's one other thing we've been putting forwards, we've put a 3D effects slider in there, that allows people to tailor the amount of 3Dness that is in there to personal tastes. So, for example, if people find that they want a more subtle 3D effect, they can do that. It makes sense that that's the case. It's all being considered to that degree and I think again, to go back to that point, it's not that everything in the world will always be 3D forever. I think 2D's still very very much mainstream, and obviously one of the points we're making is that we're not going to neglect 2D by any stretch. 2D's still exceptionally important and 3D's just another option, another thing that you can choose to make use of if that's what you want.