{"id":86125,"date":"2010-09-26T21:42:55","date_gmt":"2010-09-26T13:42:55","guid":{"rendered":"https:\/\/wp-productionenv-bjg9h2g2bgg5b8aa.southeastasia-01.azurewebsites.net\/news\/analysts-cautious-on-3-d-tv-take-up\/"},"modified":"2010-09-26T21:42:55","modified_gmt":"2010-09-26T13:42:55","slug":"analysts-cautious-on-3-d-tv-take-up","status":"publish","type":"post","link":"https:\/\/starpath.global\/news\/analysts-cautious-on-3-d-tv-take-up\/","title":{"rendered":"Analysts Cautious on 3-D TV Take-Up"},"content":{"rendered":"<p>[09-26-10] While 3-D TV continues to dominate headlines  and discussions due to  early efforts by broadcasters such as <strong>DirecTV<\/strong>, <strong>Discovery<\/strong>  and <strong>ESPN<\/strong>, many industry analysts remain cautious about  the potential take-up of 3-D TV. <br \/>\n&nbsp;&nbsp;&nbsp; \u201cABI is being a bit cautious with our forecast for 3-D-ready TV  sales. We believe that the market will grow, but TV manufacturers are  placing the technology in TVs without having a pull from consumers at  this point,\u201d said Jason Blackwell, senior analyst, <strong>ABI Research<\/strong>.  \u201cWe have not completely finalized our 3-D TV forecast, but by 2015, 3-D  TV will reach about 18 percent penetration of worldwide, flat panel-TV  sales. In markets like North America and Western Europe, penetration  will exceed 20 percent of flat panel-TV sales. We believe that HD and  Internet connectivity will be more significant drivers for consumer  purchases than 3-D alone.\u201d<br \/>\n&nbsp;&nbsp;&nbsp; Maxim Baudry, a satellite analyst at French telecoms consultancy, <strong>Idate<\/strong>,  said, \u201cIt is only after 2015 that we think 3-D will become more  popular, when price of TV sets decrease and the technology becomes more  mature. There are a number of reasons why expect the take-up to be slow.  Firstly, with the current economic context, people try to avoid  expenses that they consider not so important. Secondly, a majority of  households have already spent money for a brand new HDTV set, and they  are not willing to spend immediately money for a new 3-D TV set.  Thirdly, prices of 3-D TV sets are extremely high right now. Finally,  3-D content is not widely available yet on premium channels.\u201d<br \/>\n&nbsp;&nbsp;&nbsp; One of the questions now is does it make sense for broadcasters to  make aggressive moves into 3-D TV? \u201cMost leading broadcasters are  considering 3-D and the implications of acquiring and offering 3-D  content,\u201d said Anna Hunt, senior analyst,<strong> IMS Research<\/strong>.  \u201cThe cost for 3-D content production is quite high, and penetration of  3-D TV sets in the home is currently low, so everyone is taking cautious  steps, looking to identify what type of content would benefit most from  3-D and how they can deliver 3-D content using existing  infrastructure.\u201d<br \/>\n&nbsp;&nbsp;&nbsp; The additional effort required to produce 3-D programming and making  sure it is high quality also is a detriment to many broadcasters, said  Blackwell. \u201cI don\u2019t think it makes sense for everything to be broadcast  in 3-D, and in many cases the effort would be better spent on HD,\u201d he  said.<br \/>\n&nbsp;&nbsp;&nbsp; The relatively low HD penetration in many major markets in Europe  may also have an impact on the take-up of 3-D TV. \u201cEuropean broadcasters  and pay-TV operators are working very hard on deploying HD to their  viewer base. As European customers upgrade their TVs to HDTVs, they may  also decide to purchase a model that supports 3-D content,\u201d said  Blackwell. \u201cThe broadcasters in Europe have not been as aggressive with  3-D rollouts. The BBC has said they will record some of the 2012  Olympics in 3-D, but they have not guaranteed those events will be  broadcast in 3-D. Sky will begin broadcasting in the United Kingdom on  October 1, and Sky Deutschland is in discussions to broadcast football  matches in 3-D, but that may not happen until 2013.\u201d<br \/>\n&nbsp;&nbsp;&nbsp; With IPTV, cable, satellite and terrestrial pay-TV options in many  pay-TV markets, imaginative 3-D offers could give operators a  competitive advantage. \u201cThe service providers I\u2019ve talked to definitely  see 3-D as a competitive differentiator and a way to further lock in  customers. Even if an operator that provides HD isn\u2019t offering a  dedicated 3-D channel, you will see them offering 3-D PPV or on-demand  programs or some type of limited 3-D programming channel to ensure they  remain competitive. Of course, this will not happen overnight, and it  may take three to five years for some leading operators to get a  respectable 3-D offering together,\u201d says Hunt. <br \/>\n&nbsp;&nbsp;&nbsp; Blackwell does not see 3-D becoming a key competitive differentiator  unless \u201coperators can secure exclusive rights to a particular channel  or create original content through a partnership with producers. So far,  operators have been including the 3-D channels with the HD  subscription, so there doesn\u2019t seem to be an opportunity to create  increased revenue just for 3-D content.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[09-26-10] While 3-D TV continues to dominate headlines and discussions due to early efforts by broadcasters such as DirecTV, Discovery and ESPN, many industry analysts remain cautious about the potential take-up of 3-D TV. &nbsp;&nbsp;&nbsp; \u201cABI is being a bit cautious with our forecast for 3-D-ready TV sales. We believe that the market will grow, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[2],"tags":[],"class_list":["post-86125","post","type-post","status-publish","format-standard","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/posts\/86125"}],"collection":[{"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/comments?post=86125"}],"version-history":[{"count":0,"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/posts\/86125\/revisions"}],"wp:attachment":[{"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/media?parent=86125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/categories?post=86125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/starpath.global\/blog\/wp-json\/wp\/v2\/tags?post=86125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}