Fox Exec Danny Kaye Explains Why 3D Will Take Over The Home Viewing Experience
What have been the challenges of getting adoption of 3D TVs in homes?
The Consumer Electronics industry is growing so rapidly that confusion is inevitable when it comes to things like different features, different price points and competing technologies. The first challenge, in no particular order, is that features like this always come along with relatively higher priced models. 3D TVs were introduced during a recession. There was a slowdown of HD TVs that would carry along with it more rapid penetration of 3D TVs. That led to a choice between active and passive 3D technologies. At the last two CES shows we saw some pretty obvious distinctions between the approach of active versus passive 3D. Passive 3D has been associated with lower-priced TVs. The majority of 3D TVs coming out feature active technology by an 80/20 ration over passive. There the challenge is communicating to the consumer the different quality experience. Only with active are you getting full 1080 HD in both eyes versus half the resolution in passive. But does that matter to many consumers who wouldn’t be able to tell the difference? At the beginning of high def a similar thing happened and the industry struggled between 720 and 1080. Over time, people preferred to 1080p and that won over. Then you have the added feature of real-time 3D that many TVs offer, where you flip a switch and any content you’re watching becomes 3D even though it’s not nearly the quality of professionally produced 3D. With prices dropping on 3D TVs and the quality of active 3D glasses evolving, 3D is growing. If active 3D glasses are just as light and convenient as passive, then why wouldn’t you go that way. But both technologies are important for the industry today.
What role have 3D video games, mostly through PlayStation 3, had in getting some early adopters to upgrade?
Games are probably why a lot of PS3 gamers have upgraded to 3D. When PS3s were first purchased, the original motivation was gaming. But over time we saw that evolve to a movie device, as well. It’s the same thing with 3D. We’re still in a 7 to 10 year re-purchase TV cycle, where 30 to 40 million HD TVs are purchased in the U.S. each year. Consumers buying a second or third HD TV in the house may be for gaming or as a movie device. It’s the natural evolution of the penetration curve. You’re not going to buy the hardware unless there’s conent. Gaming and movies are the best 3D content.
See the full story here: http://www.forbes.com/sites/johngaudiosi/2012/10/25/fox-exec-danny-kaye-explains-why-3d-will-take-over-the-home-viewing-experience/