3DTV: The Industry’s Challenges, Your Opportunities

By Al Caudullo, 3DGuy Productions

3D is NOT the Pot of Gold at the End of the Rainbow.

For many, this statement could be heresy — but for most, it is just reality.

When 3D first returned to the scene in the form of 3D movies such as AVATAR, it was an overwhelming success. While no one has come close to the $2.7 billion that AVATAR has grossed worldwide, 3D in the movies has proven its place. It was only natural to believe that 3D at home would be a hit.

What happened to that promise?

Several things broke down the potential for the success of home 3D.

First, we were hit with high-end expensive 3D TVs. Instead of a unified front, the TV manufacturers devolved into a pack of squabbling children — each claiming their version of 3DTV was better than the next. The general public was bombarded with too many choices — active or passive — and none of the options worked together. Mass confusion compounded by poor information made matters worse.

Secondly, manufacturers didn’t anticipate Americans’ unwillingness to wear 3D glasses in their own homes. Many consumers were already experiencing eyestrain and discomfort with 3D glasses in the theatres, and didn’t want to bring that part of the experience home. It was too easy to lose glasses, sit on glasses, not have enough glasses, or have the dog eat the glasses.

Also, manufacturers didn’t anticipate a sagging economy that sapped the middle class’ ability to buy the next new gadget at top-end prices.

Much has been rumoured about DirecTV cutting its 3D broadcast hours. Some of the media would have you believe that 3DTV broadcasting in the US is a flop. But, that is the furthest thing from the truth. 3DTV is alive and growing around the world. The manufacturers now seem to have accepted that 3D is a feature — not the main selling point.

The prediction still stands that within 5 years, all newly manufactured TVs will have 3D capabilities. Panasonic, Samsung, LG and Vizio all currently offer 3D content. 3DeeCentral, 3Doo, Sensio and DDD all supply 3D content to those Smart TV’s.

There have been some very positive signs, as well. For example, Panasonic gave us the Olympics in 3D. Promotion and information was definitely a problem in the US. In fact, it seemed at times that finding a local 3D channel, and what was on it, was an Olympic test of perseverance [more...]

Source: Creative COW

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