3D TV market opening up in the US

MUMBAI: The proliferation of three dimensional movies and theme park attractions have made most consumers in the US familiar with 3D content, and as a result, they love the potential of owning a 3DTV.

At the same time, however, consumers have concerns about a range of issues that suggest that technology faces some very real challenges as it reaches the marketplace.
According to a new report, Focussing on the 3DTV Experience, released by The Nielsen Company in cooperation with the Cable & Telecommunications Association for Marketing, consumers expressed a “wait and see” attitude toward the technology.

Key issues were the cost of the 3DTV set (68 per cent), having to wear 3D glasses (57 per cent) and the relative scarcity of 3D programming/content (44 per cent).

Despite these concerns, the research suggested that if these issues are satisfactorily addressed by set manufacturers and content producers, consumers might embrace the technology. 
Nearly three-fifths (57 per cent) of viewers agreed that 3DTV made them feel like they were “part of the action” and 48 per cent felt it made them more engaged with what they were watching.
Nearly half of consumers (47 per cent) said 3DTV would make them watch programmes that they wouldn’t normally watch.

Attracting video gamers will be important to spurring initial growth: 42 per cent of respondents cited interest in playing video games in 3D, with 71 per cent of hardcore or regular gamers interested in experiencing video games in 3D.

While costs and content availability will be addressed over time, the purchase hurdle for the glasses could be a longer term barrier.

Overall, 89 per cent felt the 3D glasses would constrain their multitasking activities as compared to 2D viewing habits in the household. More than half mentioned the glasses are a hassle and that was the reason cited by 57 per cent of those “not likely” to purchase a 3DTV set. Consumers were also concerned with discomfort from wearing the glasses (45 per cent).

Nielsen Executive VP, GM of TV Primary Research Frank Stagliano says, “The research revealed a ‘wait and see’ attitude expressed by survey participants, which reflects an increase in consumer understanding of how new products come to market.

“In fact, purchase interest for a 3DTV set among those planning to buy a new TV in the next 12 months decreased after seeing a demonstration of the technology, experiencing the glasses, and learning more about product costs. This suggests the majority of consumers will wait until these challenges are addressed and there is more content available before opening their wallets.”

Latest Reads
Pune Times joins hands with the Pune Police to launch the 'City Safe' app, as part of #MakeMyCitySafe initiative

Pune Times, city supplement of leading media house, The Times of India, has joined hands with Pune Police to support an initiative for women’s safety in the city. Pune Times has launched its campaign #MakeMyCitySafe as a big shout out to the youth of Pune to come together to make the city safer...

Technology Software Applications
HAL Robotics ropes in Navanit Samaiyar as board member and advisor

MUMBAI: HAL Robotics has roped in Navanit Samaiyar as its board member and advisor. Samaiyar has a record of setting up, scaling and transforming businesses across a very wide cross section of industries spanning from IT/ ITeS to steel, telecom, engineering goods, earthmoving machinery, logistics...

Technology Hardware Components
Republic TV launches Android app

MUMBAI: Republic TV is on a roll. From rocking the ratings chart in launch week itself to going international, the channel has added one more accomplishment to its kitty. The Republic TV Android app is now live.

Technology Software Applications
STB cos in India, China enhancing features, providing customised solutions, Technavio enlists top vendors

MUMBAI: The global STB market is characterised by intense competition as the market is saturated in developed countries. The market share of these players is declining because of the entry of new players. The STB companies are enhancing the features of STBs and providing customised solutions to...

Technology Hardware Set-top Boxes
India's PFT Clear Media ERP suite to help US' PBS content delivery

MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, announced that its CLEAR™ Media ERP Suite has been selected by Public Broadcasting Service (PBS) to enhance their Network Operations Center (NOC) ecosystem efficiencies and sustainability, with the objective of reducing...

Technology Software Applications
Broadcasters, OTTs to gain as Via adds xHE-AAC at special rate

MUMBAI: Via Licensing Corporation, a intellectual property solutions provider, has announced the upcoming availability of Extended High Efficiency AAC (xHE-AAC) as part of the Advanced Audio Coding (AAC) patent pool. The expanded patent pool licence will be available at no additional cost to...

Technology Software Applications
Tata Comm to deliver Motorsport videos on global devices

MUMBAI: Tata Communications will now deliver video content for viewers' all devices over its global network. The two have partnered to power the growth of the network’s internet television platforms.

Technology Software Applications
How to create live video content sans pros, convert radio broadcast into visual show

MUMBAI: ChyronHego will be showcasing its live production, automation solutions at Broadcast India show in Mumbai in mid-October.

Technology Software Applications
Sony renews IP licence deal with TiVo

MUMBAI: TiVo Corporation, a leader in entertainment technology and audience insights, has announced that Sony Corporation, a leader in consumer electronics, has renewed its multi-year intellectual property (IP) licence agreement. The license to TiVo’s patent portfolios covers all of Sony’s...

Technology Software Applications

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories