Don't seem to be able to get 3d tv play to work with my TV, it doesn't give me any option anywhere for 3DTV

. Its definately supported as its a kdl46ex723 but something doesn't seem right. Using latest nvidia drivers, installed 3 vision controller driver etc. But doesn't seem to detect my TV as being 3d? Installed the 3dtv player trial, now 13 days left. At the end of install it opens 3d vision setup and wants be to choose usb ir transmitter or wired glasses etc for 3d vision. No options for 3dtv play in the control panel either.
Tried a clean install of drivers.
Anyone have any experience with this?
I doubt i'm using a 1.4 standard hdmi cable but I was under the impression anything should work?