Content Availability
It seems everyone is jumping on the 3DTV bandwagon, from AT&T to Virgin Media, to just about everyone in between. And it seems, for at least some customers, are jumping on the bandwagon too. DirecTV leads with four channels devoted to 3D programming, with other providers investing more in 3D video on demand. There are roughly 31 channels worldwide today offering 3D programming, seven of which are available in the U.S. However, the recent break-up of AT&T and ESPN 3D based on lack of sustainable demand might be an indication that 3D is a nice-to-have and not a must-buy service.
Still, ESPN3D is still a selling point for DirecTV, and Comcast ESPN3D has been beamed into a reported 60 million households. They recently announced 43 college basketball games will be produced in 3D, including the first ever women's basketball game in 3D.
In November, Orange TV is launching a monthly, 26-minute long program, shot in 3D, in an attempt to inform, educate and entertain the viewers about 3D technology, according to a press release.
Still, for the amount of money it costs to invest in 3D technology, there is little content available in comparison with HD and regular programming. The catch is that providers are waiting to produce more 3D content until they are certain it will take off, and consumers are waiting to buy 3DTVs until more content is available. It’s a stalemate, and until more content is produced, consumers will more likely invest in a standard HD television.
The Future
In “3DTV Market and Future Forecast Worldwide (2010-2014),” Research and Market reports that the US 3DTV market is expected to reach $25 billion by 2015, but the technology is still in its infancy, and efforts at reducing cost, and providing more content and standardization are at the heart of whether or not this will be the next HD, or just another passing fad.
Bottom Line
3DTV right now is a novelty, a niche market to provide the sports entertainment of a lifetime or theatre quality movies at home, with few other choices. It’s something new, it’s something exciting, but it’s also something consumers aren’t so sure they want yet.
With the influx of 3D products coming out, the temptation to invest in 3DTV technology might be strong, but right now it’s neither cost efficient nor smart to invest in something that might die out before it’s even started.
Still, developers are pushing new 3D products as the next big thing, but only time will tell if it will actually take off. For the risk-adverse, it might be wiser to wait to see where the bandwagon is exactly going before hopping on.
