Lack of Content Access a Problem
According to Digital Trends November 2011 article, the 3D home market lacks content. According to an article in 3Dvision-blog dated February 27, 2010, there were a variety of television channels expected including Sky Channel 3D in the UK, DirectTV, ESPN 3D, Canal+ 3D in France, 3D Pictures in France, and Discovery 3D. I also saw announcements for 3D channels for BBC. In 2013 with ESPN and BBC dropping their 3D channels, consumers have fewer choices in 3D television.
According to an Associated Press article in USA Today dated September 2012, Byran Burns of ESPN stated “that we were ahead of the curve further than we thought we were.” As reported by Al Caudullo of 3DGuy.tv after returning from China 3D Expo 2013, China has already committed to an aggressive plan for 3D TV with 10 independent 3D channels. He later reported that this plan was scaled back considerably and that the sale of 3D content to this market also slowed considerably with the bulk of content purchased in the 4k 2D format. The scale back of China’s aggressive plan for 3D television channels was later confirmed by Jim Chabin of the International 3D and Advanced Graphics Society with China’s main interest in 3D for the Theatrical market.
The 2012 study from Parks Associates showed that current owners of 3D televisions in US broadband households want more3D content. At the top of their list are movies, TV programs, video games and sports. Current interests of the early adopters of 3D television viewing are important. These interests can be used to expand the demand into the general public. The biggest problem in providing content is the broadcasters and investors. They currently do not see the payout necessary for an investment in this technology.
Until the broadcast industry sees the payout of offering 3D television, 3D content providers can use Blu-ray, video on demand (VOD), and internet based content. The broadcast industry will not take a chance on 3D until they see enough demand for 3D content. The Blu-ray 3D market has shown growth over the past couple of years with quite a few 3D titles available. According to a 2012 article in Good3DTV, the growth in 3D sales and 3D Blu-ray players was having an impact on overall 3D TV sales growth. The acceptance of 3D television will happen sooner in some parts of the world than others.
According to Ryan Nakashima of the Associated Press in the February 2012 USA Today article, “Avatar was supposed to change everything” and “enthusiastic television executives expected the movie to spur 3D’s transition to American living rooms.” This plan seems to me to be unrealistic expecting a single movie to change buying behavior, especially without any significant demand for 3D in the home and also with only 115,000 American homes “tuned into 3D channels at any one time,” as reported by Nakashima. Joel Peck, S3D – HD-4K Producer and Director at artHouse3D points out, one great movie every 3 years “is not going to do it.” Great 3D made for television content has to be gotten out in front of the general public as soon as possible.
Joel Peck points out for home 3d to succeed “there needs to be great 3D made for TV content but investors won’t invest in the content until the market is already successful.” There is a “catch 22 since the market needs great content but content won’t be funded until the investors see a successful market.” Investors want to see great 3D content in order to invest in great 3D content. However, without investors, content providers are limited in the funds (commonly their own funds) necessary to produce great content. He goes on to state that “bad or even mediocre content is this industry’s worst enemy” and “good, or better yet, great content” is this industry’s greatest friend.
The Home Gaming Market
In the gaming market, there are very few game choices. Nintendo’s 3DS leads the handheld market. After the 3DS’s first year and as reported by Engadget in March of 2012, approximately 4.5 million devices were sold which surpassed its sales figures of the previous DS models. In its first year over 100 3D games were released. For large format gaming consoles, both Xbox and PS3 have 3D capabilities. According to 3D Tested, there are currently over 122 games available for the PS3, and Xbox has only 46 games currently available. When visiting a local store, I found only a few PS3 3D titles and no Xbox titles available in 3D. Additionally, there are quite a few 3D capable PC games.
Public Perception a Challenge for both Content and Display Providers
According to a 2012 CNET article, which quoted a Nielsen study, 57 percent did not want to…
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Excellent comments and data. Now, this type of positive outlook must be transmitted to the public. Stereoscopic 3D has a tremendous potential. It is necessary to get the word out. And, as pointed out, we need more quality 3D content that is accessible to the public. This means that not only the major theatrical feature producers make content, but independents as well. One of the many false myths is that independents cannot shoot in 3D because it is too expensive. The reality is that very excellent 3D movies can now be shot on 2D budgets. Contact me at [email protected] to learn how.