3DTV 2010: Consumer Adoption Still Uncertain

Execs at NewBay Media event say networks are ready, debate best practices for rollout of emerging technology

By David Tanklefsky -- Broadcasting & Cable, 5/25/2010 2:17:37 PM

New York -- 3D service may be poised to break out of the gates, with ESPN launching the World Cup in 3D next month following several high-profile event broadcasts this year. But according to executives gathered here at the Roosevelt Hotel May 25 for 3DTV 2010, an event produced by B&C and fellow NewBay Media brands Multichannel News, TWICE, TV Technology, DV and Videography, consumer adoption still has away to go before the emerging technology reaches critical mass.

"This definitely is the year that everybody's converging on 3D except for one person, and that's the consumer," said HDMI Licensing President Steve Venuti, speaking on a panel entitled "Getting 3D into the Home" and moderated by Multichannel News Technology Editor Todd Spangler.

Venuti's fellow panelists concurred, but many added that since the 3D viewer experience is so compelling, it is just a matter of time before the technology becomes an accepted entertainment medium. 

"[There is] definitely a consumer acceptance piece that's going to drive the overall adoption of 3D," said Motorola Devices and Home Motorola VP/General Manager Larry Robinson.  "The networks are ready.  The boxes are ready.  There's a path to deliver that experience today."

But consumer adoption poses some considerable challenges since the service requires additional bandwidth, 3D viewer guides are not currently available and there is limited 3D content available.  That has focused much of the hype around 3D on big-ticket live sporting events, such as Comcast's airing of the Masters in 3D and ESPN's upcoming World Cup coverage.

"It literally made the golf course come alive," said Comcast Advanced Business and Technology Development Senior VP Mark Hess of the Masters in 3D.  Hess and DirecTV New Media and Business Development Senior VP Steven Roberts both touted their 3D content offerings as the best in the industry, with Roberts referring to the testing his company is doing at Anaheim Stadium for a potential 3D shoot of the Major League Baseball All-Star Game.

"If there's a subscriber out there that wants 3D, we'll have the most consistent 3D [content]," he told the audience, adding, "Our infrastructure is certainly ready."

SES World Skies CTO Alan Young said there is bandwidth on the satellites to deliver 3D but he said operators must be efficient since 3D sends two images through the pipes.  Viewers only see about 1% the number of bits on their screen of what is actually produced already, he said.  He also issued a warning about the dangers of giving viewers a poor 3D experience.  "If you produce bad HD, then you have a bad picture.  If you have bad 3D, you will produce headaches and nausea in the viewer."

With those caveats, the executives still seemed mostly optimistic that 3D will continue to percolate consumer interest.  "It's definitely a chicken and egg thing," said Young.  "Critical mass will be reached when 3D is economically beneficial," which will come about when more viewers purchase 3D-ready equipment.

Hess said there were a number of issues, "some technical, some behavioral.  But because the viewer experience is so good, it's going to happen."