Broadcasters not keen on 3D
May 20th, 2011

Broadcasters rank production of 3D content and channels as their lowest technology investment priority and the lack of 3D programming is set to continue, according to analyst firm Ovum. In a new report, the analyst firm points to a clear lack of enthusiasm for 3D in the broadcast industry. When asked to rate their priorities for 2011, senior IT and business executives rated “production of 3D content and/or launch of 3D channels” as the lowest priority for strategic investment.

According to the survey, 53% of respondents globally said 3D content production was “not an important business consideration”. However, production of 3D content was rated as a slightly higher priority by executives in Asia-Pacific companies.

Tim Renowden, Ovum analyst and author of the report, said: “In the Asia-Pacific, various methods of implementing 3D are used. For instance, several broadcasters and pay TV operators, such as Fox Sports and the Seven Network in Australia have presented 3D programming on an ad hoc basis. However, the high cost of 3D production has limited content availability. Given the lack of enthusiasm for investing in 3D content production and delivery expressed by broadcasters, this situation is unlikely to change rapidly. This ambivalence towards investment in 3D content production and creation of 3D channels tells us that the lack of 3D programming we have seen during 2010 is unlikely to improve in 2011.”

According to the report, the high cost of investment in infrastructure and personnel is a major factor in the reluctance of broadcasters to invest in 3D production.

(Source: Asia-Pacific Broadcasting Union)