Content key for 3D uptake in the home

Quality content, education and collaboration are key for 3D in the home, according to TV industry leaders at the TV 3.0 – The Future of TVs conference in Seattle, organized by IMS Conferences.

Adoption of 3D TV sets and other 3D-capable equipment will be closely linked to the increase in 3D video content offered for in-home consumption. Yet it will not be solely movies or games that will drive uptake, but a variety of content across many genres that will be needed to help grow consumer interest beyond early adopters. Content done well is essential, therefore many are apprehensive about 2D to 3D conversion.

3D TV set sales will be driven by a series of efforts, including: content producers, technology firms and operators growing their 3D Blu-ray Disc library, games portfolio, PC gaming and linear programmes; the hype created by a growing amount of 3D theatrical releases; retailers effectively selling 3D-capable TV sets for not only 3D features but also improved 2D HD playback; and consumers future proofing their TV set purchases by opting for 3D-capability.

Consumer education is necessary to set the right expectations regarding the 3D in the home experience and the various sources of 3D content that are already available, such as PC games and web content. In addition, manufacturers and retailers are keen for consumers to understand that the portfolio of 3D-capable CE devices will grow quickly over the next few years, with devices such as 3D digital cameras and camcorders making personal content creation possible.

According to research from iSuppli, worldwide shipments of 3D TVs (introduced to the market for the first time in March) are expected to reach 4.2 million units in 2010, thanks to increasing traction and acceptance from enthusiastic early adopters. Global 3D TV shipments will then triple to 12.9 million units in 2011 and then more than double to 27.4 million units in 2012. In 2015, 3D TV shipments will reach 78.1 million units.

“Although robust growth of 3D TV sales appears to be assured during the next few years, mass consumer acceptance will not come until three critical issues are resolved. These are standardization, content availability and interoperability of the 3D glasses,” said Riddhi Patel, principal analyst at iSuppli, in a statement.