A WEST Hull computer graphics firm has become one of just 40 worldwide appointed to develop software for electrical giant Philips.

Saville Creative, based in Scarborough Street, was accepted as a partner by the global giant because of its expertise in designing three-dimensional (3D) graphics.

The firm creates software tailored to individual client's needs, which is then loaded on to one of Philips's latest high definition (HD) screens.

The result is a striking 3D film, which does not need the viewer to don 3D glasses, and engages them to a far greater extent than traditional television.

John Baxter, head of creative media at the firm, said initially the technology will be used in the corporate sector.

He said: "The real market is supermarkets and shopping centres.

"It will be used to generate a digital presence in reception areas where you want people to notice what's on the screen, whether you are selling something or giving a message.

"So many times, on seeing those screens, people don't make the best of them.

"But this is a big change – it has got real holding power."

The system is based on a technique called stereoscope imaging, which creates the visual illusion of depth in a two-dimensional image.

It presents a slightly different image of an object to each of the viewer's eyes, which the brain then combines into a third, 3D image.

Mr Baxter said: "We shoot ordinary footage in HD and then layer it in 3D.

"We can convert two-dimensions into three-dimensions.

"This is the future of broadcast television."