Purchase Intent for 3DTV Varies Around the Globe

For the technology to gain widespread adoption in the U.S. and abroad, marketers need to emphasize 3DTV viewing as complementary to the 2D experience. David Poltrack, Chief Research Officer of CBS Corporation and President of CBS Vision, said he is confident 3DTV is “just going to be a part of television” like cable and high definition. “No one has taken the really powerful TV dramas and made them with the eye toward 3D,” said Poltrack. “I think once that happens, you’re going to see regular television programming capturing [and] being enhanced by 3D, and people are going to watch special episodes of their favorite programs in 3D.”

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