IBC 2009 – Amsterdam. Broadcasters will not invest in 3D technology until they know that their costs can be reimbursed. Fox Sports chairman David Hill told delegates in Amsterdam that whatever costs were put forward now would expand tenfold by the time projects came to fruition.
“My producer self thinks its fabulous, but as an executive I’m nervous, because everyone, [particularly] the equipment manufacturers, made money out of HD apart from me. 3D is going to be fantastic if the sums can be done.”
Hill said it had been impossible for him to go to advertisers seeking an increase in rates to cover the additional costs of HD. “HD cost us all a fortune, not just in all our trucks, but our internal infrastructure. We’re not a public service broadcaster.”
Despite sister company Sky planning a 3D service for the UK next year, Hill said he was yet to see a demand for news, entertainment or sport to be broadcast in the 3D format.
Nevertheless, delegates were invited to don their 3D glasses to view a Fox Sports showreel that featured the NFL, boxing and basketball, all shot in the 3D format.