TOKYO — Japanese electronics maker Toshiba Corp. said Tuesday it is developing technology for a 3-D television that won't require special glasses.

Company spokeswoman Yuko Sugahara confirmed such technology was in the works. But she declined to comment on a report in the Yomiuri newspaper that the Tokyo-based company plans to start selling the new TVs by the end of the year.

Mainstream 3-D TVs now on sale, such as those from rivals Panasonic Corp. and Sony Corp., require glasses. But there are already screens that don't require glasses, mainly intended for store displays. They require the viewer to stand in specific spots for the 3-D effect to emerge, and the image quality is much lower than that of screens using glasses.

Yomiuri said Mitsubishi's technology involves transmitting different images at various angles to create an illusion of dimension and depth, a principle used by current glasses-free monitors.

Electronics companies have been investing heavily in 3-D technology for televisions, betting that people will want a 3-D experience at home following the success of blockbuster movies like "Avatar," which was screened in 3-D.

Some gadgets like handheld game machines from Nintendo Co. can deliver 3-D images without special glasses.

"Many people don't like to wear glasses to watch TV for a long time, especially people who must wear 3-D glasses over regular glasses," said Sugahara.