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'Avatar' leads to advent of 3-D television
by Ishita Sood - January 6, 2010 - comments
A 3-D set up requires a compatible television set along with a pair of 3-D glasses
New York, January 6 -- Television’s biggest players ESPN, IMAX, Discovery and Sony announced Tuesday their plans to enter the 3-D television market.
The giant stride is taken particularly as 3-D is on the rise, say experts.
Discovery Communications Inc., and big-screen theater operator Imax Corp., said they would be launching their 3-D channels in 2011. At the same time, ESPN announced it was entering the 3-D market this year by June.
“We always consider ourselves to be on the bleeding edge of technology,” said ESPN spokeswoman Amy Phillips. “With 3-D, we’re giving sports fans a new way to experience the game.”
3-D requires heavy investment
A 3-D set up requires heavy investment for a compatible television set along with a pair of 3-D glasses.
ESPN president George Bodenheimer, referring to the costs of producing, said, “There is a significant cost involved. 3-D production is in the first inning in many regards.”
However, the cost is not the only challenge. There is also the problem of adaptation of new technology by the consumers. In addition to that, the corporate giants must get space for such networks on cable and satellite systems.
If there are two TV sets of different companies, that also poses a problem as the same set of glasses cannot be used for the other.
“If my friend has a Panasonic 3-D TV and I have a Sony 3-D TV, you will not be able to use your glasses on my set,” said Bryan Del Rizzo, senior spokesman for Nvidia Corp., maker of 3-D microprocessors.
Despite all these setbacks, marketers are willing to work on the new format.
Discovery said its 3-D channel would be a mix of new programming and old 3-D shows, whereas ESPN will be telecasting next year’s soccer World Cup in 3-D.
3-D’s growing popularity
An online poll by the USC group, consisting of more than 3,000 individuals, revealed the growing popularity of 3-D.
According to the poll, 43 percent of adults who have seen a 3-D movie within the last year would prefer to watch movies and television shows in 3-D instead of 2-D.
The popularity of the recent advent is established by films as “Avatar,” “Up” and “The Final Destination”.
“The momentum of 3-D in the last six months alone has been quite striking,” said Sony Corp. chairman and Chief Executive Howard Stringer.