3DTV seems to have come a long way in just six short months since CES in Las Vegas. Announcements, seen to be as much about the PR they would generate as the reality of 3DTV at that time, were made by the likes of Discovery, IMAX and Sony. ESPN also made clear its plan to roll out a 3D TV channel in time for the FIFA World Cup soccer. Talking to senior executives from technology and content companies alike, many said they wanted the first-mover advantage of being associated with 3D, but based on the trials that were being conducted, they didn’t anticipate significant take-up anytime soon. Many felt that 3D would remain in the theatrical domain, with TV broadcasts of major sporting and other events being viewed in cinemas rather than at home. In the UK, much hype surrounded BSkyB’s trialing of 3DTV in pubs and clubs, but there was much skepticism about viewer interest. But theatrical success of 3D movies, and their availability on Blu- Ray seems to be driving sales of 3DTV sets. In Australia, the first country in the world to terrestrially broadcast 3DTV, supply outpaced demand as sports fans geared up to watch State of Origin Rugby, unsurprisingly sponsored by electrical retailer Harvey Norman, and the FIFA World Cup. So get your 3D specs at the ready, Informa (2010) predicts that there will be 4.6 million 3D TV homes in the Asia Pacific region by 2015 – approximately 22 percent of the global population of 3D homes.
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