Melbourne – Broadcasters’ rate production of 3D content and channels as their lowest technology investment priority, and the lack of programming for consumers who have bought 3D capable TV sets is set to continue, notes Ovum. In the report ‘The State of 3D (Strategic Focus)’ analysing the state of the 3D market, the independent technology analyst unveils findings from its Media and Broadcast Technology Investment Strategies survey, which reveal a clear lack of enthusiasm for 3D in the broadcast industry. When asked to rate their strategic 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. And 53 per cent 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. 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.