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Invest in 3D production
By siliconindia
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Monday, 23 May 2011, 18:39 IST
Bangalore: The experience ushered by 3D gives a "wow" factor to its consumers. It has a huge fan following, especially with the younger lot; however, it is a very risky venture to step in. According to Ovum, a technology analyst, broadcaster's rate of interest in investment for 3D content and channels is very low and gives it their lowest technology investment priority.
The industry created by HDTV is very secure and certain as compared to the one shaped by 3D. The journey for 3D has been very fluctuating unlike HDTV which has seen a pretty constant growth. The recent attention and curiosity towards 3D may be just a change appreciated by all but whether it is here to stay or not is something that analysts are not clear about. The audience is always watching out for something new, and may get tired of wearing glasses and having axes thrown at them.
Ovum analyzed the state of the 3D market, and unveiled findings from its Media and Broadcast Technology Investment Strategies survey which reveal a clear lack of enthusiasm for 3D in the broadcast industry.
Senior IT and business executives rated production of 3D content as the lowest priority for strategic investment. 53 percent 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, author of the report, commented that in Asia-Pacific, various methods of implementing 3D are used. 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; in Japan, NTT Plala's IPTV service, Hikari TV, includes a 3D on-demand pay-per-view portal. However, the high cost of 3D production has limited content availability and delayed some channel launches.
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. The cost of 3D production is double of 2D production hence it tells us that the lack of 3D programming we have seen during 2010 is unlikely to improve in 2011. The 3D content providers will face huge challenge to get their equipments and investor right.
