German premium consumer electronics brand Loewe will launch its first 3D TVs in the first quarter of 2011, it announced today.

The company revealed its plans at a press conference in Berlin in advance of the IFA technology show which takes place in the city this week.

With its 3D TVs, Loewe is concentrating its efforts on Full-HD LCD technology with LED backlighting and 400Hz. The first 3D compatible Blu-ray players from Loewe will also launch at the same time.

The move, said the manufacturer, ties in with Loewe´s strategy of recognising and evaluating new trends and then choosing exactly the right time to go to market with products.

"Loewe is not always the first solution in the market, but it is always the best," said Loewe CEO Oliver Seidl. He also said that the overall 3DTV viewing experience had been marred by a lack of content and lots of different standards.

The company also unveiled a new internet TV portal - MediaNet - which offers online content optimised for large flat-screen TVs, including video-on-demand, news, weather reports and social media.

Loewe´s DR+ multi-room streaming technology was also introduced at the event. This allows for video streaming from room to room - a main TV acts as a server, streaming content via Powerline, LAN or WLAN to another TV set in a different room of the house.

A Follow Me function means if the viewer moves from one room to another, they can continue to watch the same TV programme. The technology allows a programme to be paused at any time and then continued on another TV set.

Commenting on Loewe´s financial performance - the company announced a profit loss earlier this year - Mr Seidl said: "We believe IFA will provide us with a good impetus for growth in the next quarter and a positive profit for the end of 2011."

He added that the company had recently undergone a restructuring process to make it faster and more flexible and would soon be implementing a new strategy to reduce procurement costs.