As with any new innovation, there is a need for the technology to achieve critical mass before content providers will invest in purpose-made content. Yet without the content, consumers can prove unwilling to invest in the new technology – which is often costly. One such technology is High Definition TV (HDTV) which took time to gain traction, and set to follow a similar growth trajectory is 3 Dimensional TV (3DTV) which has been garnering plenty of press attention of late. Not just active, but proactive, in both HDTV and 3D, have been Playboy TV, placing a lot of emphasis on ensuring they can deliver their signature content to discerning audiences whenever and wherever they might want to watch it – in the highest possible quality for that format. Explains general manager for Japan and Asia Lanny Huang, HDTV is becoming more accessible to viewers as HD television prices go down and HD content is growing rapidly with more becoming availability. “HD broadcasting requires extra bandwidth; while costs for HD channels have lowered a bit in Asian broadcast centers, it’s still expensive to broadcast. The important thing, however, is that HD television sets are becoming more popular and owners of these sets are actively looking for more HD content – thus driving the market.” She says that Playboy continues to work closely with its Asia affiliates. “With the growth of HD in Korea, Japan and Taiwan, additional revenues have not only been generated for Playboy TV content, but for the affiliates as well,” she says. “As adult content has always been a driver for pay TV revenues, Playboy HD helps drive subscriptions to its affiliates’ HD services.” Huang explains that Playboy started their Playboy HD programming within the Korea market one and a half years ago. Playboy HD then rolled out in Japan during the fourth quarter of 2009. She continues, “This year in 2010, we expect Taiwan will carry the Playboy HD programming in the second half of this year or earlier. For forward growth of the business, one has to incorporate the SD and HD component to add more additional revenue to the business. Playboy HD is shot in true HD so the HD value is at its highest quality.” And quality, emphasizes Huang, is key. “To be more successful, HD content has to be shot in true HD,” she says. “It can’t be upconverted,” she says, as discerning viewers can tell the difference immediately. “HD also has to contain good content and maintain high production standards.” Asked about the best genres that have the most impact in HD and can help the format thrive, Huang says HD is suited to all genres. “Personally, live HD sports like baseball, soccer, basketball, live events like the Dubai Tower Opening Ceremony, and of course adult programming work well in HD.” So what is HD’s importance to the growth of pay TV in the region? “HD is very important in growing the revenue pie,” says Huang. “HD live sports like the Olympics and the upcoming FIFA World Cup have generated significant TV revenues. And for pay TV, HD content will significantly drive subscription growth.” And what else is on the horizon for Playboy TV? Explains Huang, “The ‘Side by Side’ 3D and the ‘shutter 3D’ with HD masters will be the coming trend. With the 3D TV television sets being pushed into the market this year by the big four manufacturers: SONY, Panasonic, Samsung and LG to the US market and in Asia, the television sets’ prices are lowered and even Samsung 3DTV’s 46-inch model will costs only around US$3,000.” She continues, “In Asia the first 3D channel was launched on 1 Jan 2010 by SkyHD Korea. Slowly the 3D programming and content will increase especially with the success of James Cameron’s Avatar and UK’s Sky TV broadcasting live soccer games in 3D.” Huang also points to the fact that much of the FIFA World Cup will be filmed and shown in 3D, as well as ESPN’s planned 3D channel – with more to come in the coming years.” “The manufacturers will need 3D contents to push their sets; and the 3D producers will need more 3D sets in the homes. It will be big.”