by Robert van Alstyne
At this year’s Consumer Electronics Show, the funky iPod cases and ever-skinnier laptops ceded the spotlight to 3-D TVs. Multiple consumer electronics players (Sony, Panasonic, Toshiba, LG) unveiled the first wave of flatscreens to bring Avatar-style wonderment into the home. Those prone to premature proclamations about the death of 2-D TV, however, should hold their horses.
3-D TV is a platform in desperate need of content, and while a few companies, like ESPN, are stepping into the void, that’s a mighty expensive screen ($2,000 minimum) to be broadcasting normal content the majority of the time. Other technological barriers, like the glasses factor, ensure that 3-D television’s journey from cutting edge to mainstream will be a lengthy one.
The question consumer electronics companies don’t appear to be asking is whether all consumers even want 3-D TV content at home. A study last month by Opinion Research Corp. concluded that 3-D TV “isn’t much of a blip on consumers’ buying radars” yet, with only 5% of respondents saying they intend to buy a 3-D set in the next few years (Variety.com 2.5.10). The immersive aspects of the technology could very well backfire in the living room, where the television set often plays the role of casual backdrop. While certain event programming — particularly sports — lends itself perfectly to this emerging medium, most shows don’t. (Dunder Mifflin in 3-D? We don’t think so.)
Media producers need to think long and hard about what content they’ll present in 3-D. And all brands need to keep in mind the relative size of the glasses-donning audience in comparison to their marketing budget. Because making a splash on the 3-D scene will take multidimensional consideration.
