And the first Sony 3D TVs will roll out in…

Panasonic has been out in front of the 3D HD television movement so far, but it’s about to get some competition.

Sony has unveiled a series of 3D HD sets, which are expected to hit the streets in late 2010. Unlike Panasonic’s plasma-centric sets, Sony’s 3D TV will revolve around an LCD screen. The company also plans to develop 3D compatibility into its Blu-Ray products, Vaio computers and PlayStation 3.

Both the Panasonic and Sony models will require users to wear active shutter glasses that alternate the image for the left and right eye. The effect does achieve a realistic 3D effect, but it’s still a mystery if consumers will be willing to look past the dorkiness quotient and wear the glasses, even around friends and family.

Even more important is content. While bringing 3D movies from the theater to Blu Ray will give owners of the sets something to watch, broadcast networks haven’t voiced any strong support for the technology yet – which could be another barrier for widespread home adoption.