While most consumers are aware of 3-D technology, less than a third have actually experienced it and even fewer have tried it at home. As the executive in charge of all visual technology at Samsung--which has topped global TV sales for four years running--Boo-Keun Yoon plans to change that. "We've eliminated one of the biggest barriers of 3-D TV adoption--lack of content--by rendering 2-D content into 3-D with the push of a button," says Yoon, 57, who joined Samsung in 1978 as a TV engineer. Through partnerships with Technicolor and DreamWorks, Samsung is exclusively offering the Shrek films in 3-D, and celebrated the global launch of its 3-D TVs and Blu-ray players with a Times Square event featuring appearances by James Cameron and the Black Eyed Peas. "Our goal," says Yoon, "is to establish that 3-D TV equals Samsung."