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3D TV not in focus: Ovum

3D TV not in focus: Ovum

Analyst: 3D production for TV 'not an important business consideration'

Consumers who have bought a 3D TV might be disappointed to hear that the lack of 3D programming during 2010 is unlikely to improve in 2011, according to Ovum.

In a new report titled The State of 3D (Strategic Focus), which analyses the state of the 3D market, Ovum found that investment in 3D programming remains a low priority for broadcasters.

The findings are drawn from Ovum’s Media and Broadcast Technology Investment Strategies survey, where senior IT and business executives in the broadcast industry throughout Europe, North America and Asia-Pacific were asked to give their opinion about 3D in the industry.

53 per cent of respondents ranked 3D content production as “not an important business consideration,” while “production of 3D content and/or launch of 3D channels” was rated as the lowest priority for strategic investment.

While several Australian broadcasters and pay TV operators, such as Fox Sports and the Seven Network, have presented some programming in 3D, the high cost of investment in infrastructure and personnel continues to keep broadcasters away from properly investing in 3D production.

“The high cost of 3D production has limited content availability and delayed some channel launches,” Ovum analyst and author of the report, Tim Renowden, said. “Given the lack of enthusiasm for investing in 3D content production and delivery expressed by broadcasters, this situation is unlikely to change rapidly.”


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