Dutch cabers Ziggo and UPC will not carry the Fifa 2010 World Cup games in 3D due to the high costs involved. At an earlier stage, the Dutch public broadcasters also gave up plans to bring the games in 3D to Holland, because the cost of €30,000 per game was deemed too high.
The situation regarding the 3D television rights seems to be very complicated as the deal that Sony struck with Fifa for the 3D version of the games is apparently not applicable in The Netherlands. As a result, these rights had to be re-negotiated for the territory, which turned out to be too costly.
The number of 3D sets in currently in Dutch homes is not known, but a number of manufacturers including Sony, Samsung, Panasonic and LG have 3D sets on the market. Research firm GfK expects 137,000 in Dutch homes by the end of the year.
At the moment, Dutch viewers only have access to the 3D Demo Channel on the Astra position at 23.5 degrees East. UPC swill probably follow suit.