Top executives from the biggest Hollywood studios, broadcast and cable networks, cable and satellite companies, and consumer electronics companies debated the demand and viability of 3D TV at the annual NCTA industry Cable Show in Los Angeles this week, with cable operators coming off as by far the most skeptical and pessimistic.
There were so many differences of opinions in the Opening General Session and a few hours later at a 3D panel sponsored by iHollywood Forum that even top officials from the same company disagreed.
Story continues following first of two short video highlights below (this one of the show, exhibit floor, and Opening General Session):
Almost immediately after Warner Home Entertainment Group president Kevin Tsujihara finished painting a bright future for 3D movies on Video-On-Demand and Blu-ray, Time Warner Cable chairman, CEO, and president Glenn Britt pooh-poohed his optimism by suggesting that consumer electronics companies are pushing it on consumers when so far it has only been successful on “a couple of movies.”
Viacom president and CEO Phillipe Dauman endorsed Britt’s skepticism by saying consumers aren’t going to be ready to replace the HDTVs they only recently purchased with a new 3D TV for several years.
But Tsujihara challenged his fellow Time Warner exec and his competitor by noting that consumers are replacing their electronic devices much quicker these days than in years past.
Discovery Communications president and CEO David Zaslav said all the programming on the family of Discovery networks looks far more realistic in HiDef, which is why seven of their domestic channels are now in HiDef, and will be even moreso in 3D. Discovery is also in preparations with partners IMAX and Sony to launch a 24/7 3D channel late this year or early 2011.
The opinions about 3D varied just as much at the evening iHollywood panel called “The Future of 3D for Cable and TV” at the Empress Pavillion in Chinatown packed with a couple hundred people.
Story continues below the following video highlight of the iHollywood Forum panel:
While DirecTV executive vp Steven Roberts and Panasonic CTO North America Eisuke Tsuyuzaki painted a rosy picture of a robust 3DTV future on the near-term horizon, Comcast Cable Senior Vice President & General Manager of Video and Entertainment Services Derek Harrar said that 3DTV would only be successful in the near-term with big events, sports and movies. But he did note encouraging VOD test results of 3D even in old-school anaglyph format, reporting that 16% of the VOD customers ordered the 3D, which is not far off from the typical 20% or more who order programs in HiDef.
The iHollywood Group also debated the need for top quality 3D in full 1080p HiDef for both the left and right eye. Roberts said DirecTV will offer only one stream of full HiDef but he said current 3D conversion of 2D TV programming is not up to snuff and will not be delivered by DirecTV.
Harrar said Comcast will not hesitate to deliver lesser quality 3D since many viewers, specifically fans of slasher movies, he suggested, do not have high standards for video quality.
But Tsuyuzaki noted that Blu-ray Disc continues to set the bar for the highest quality of HiDef and soon 3D, and that videogamers will demand the highest-quality resolution so it will be important to a comparable standard of quality in all mediums.
In fact, the one thing most panelists seemed to agree on was that videogames will likely be a key driver of 3D TV sales in the near-term.
— By Scott Hettrick
The key point here, is that it will in all very likelyhood end up being a passing fad pretty quickly. I mean what possible use is there for a 10 grand tv that will be relegated to a collection of 3d movies and maybe a small selection of sports broadcasts?
I think the thing is to know is that some broadcasters, particularly BSkyB are under some blizarre illusion that regular television programming will be made. Maybe someone should explain to those idiots that first they need to learn to broadcast in full 1080p HiDef,,before even thinking about 3d tv. I mean cmon who’d want to watch something outside of HiDef in the first place?
I think very much along the lines of the guys above. 3D TV will be for those with a lot of surplus cash to spur and don’t mind it sitting collecting dust for much of it’s life.
Regular programming can never be full on 3D TV because the vast majority of the nation couldn’t afford such a set and can you imagine the law suits if a senior citizen had been watching 3D TV, got up took glasses off and collapsed or had a heart attack because of it?
Regular tv shows could never be made in this format because they would look really retarded added to the fact they’d be way to expensive to shoot. They’d need a standard hd version and 3d version for every episode of every show..never ever going to happen thank god.
The sooner this 3D trash goes away the better, I say trash because i was recently in Japan looking over their latest 3D sets..I was not impressed in the slightest. What a waste of money on something that is just aweful to watch!