Future of 3D TV


20 January 30, 2011

Sales of 3D TV came on the market last year in 2010, but remained marginal when compared to expectations.

Despite the many marketing campaigns orchestrated by the industry giants (Samsung, Sony, etc.) and the release of 3D films in theaters, 3D television has not enchanted crowds. In reality, we can be understood why. Equipping the whole family with special glasses to watch a 3D TV program can be off putting over time. If we look at sales of 3D TVs in france as an example, according to figures from Simavelec (association of manufacturers of audiovisual materials), published Tuesday, January 18, only 150,000 TV supporting the 3D images were acquired in France in 2010, from a market that accounted for 8.5 million units. The share of 3D screens in TV sales was therefore limited to about 1.75%.

In its forecast earlier this year, research firm GfK Marketing yet had banked on higher sales in France (250,000 units) before revising its estimates downward during the year (120,000 units). The "flop" of the 3D TV is related to several reasons, starting with its price. As with most early technologies the pricing remains high (from 1 000 to 1 500 euros on average over the input range) and significantly higher than equivalent sized models that only support 2D.

Secondly, the supply of 3D content remains low. Apart from a few Blu-ray movies animation titles in 3D were rare, unattractive or even inadequate last year. On television, consumers took advantage of 3D only occasionally, when many sporting events were broadcast in 3D for example by the British Broadcaster BSkyB.

I t seems the launch of 3D  TV may have been somewhat premature, the 3D TV as the consumer would probably have preferred to wait until the catalog of content was much more elaborate to help the sales of 3D TVs. The postponement of purchases may also be motivated by technological advances that are promising 3D displays that do not require wearing of special glasses before 2012.

The Simavelec nevertheless believes that the sales of 3D TVs will go up in 2011, with 900,000 expected purchases (10% of sales) expected in France, before a boom in 2012 (1.5 million units) and 2013 (2 5 million). The real offensive by the broadcasters should also take place this year. Operators like Orange, Numericable,, Canal + and increased content offered by Broadcasters such as BSkyB and others from around the world should help drive the sales of the 3D TVs forward.

The relatively slow start to the sales of 3D TV should have been expected, considering the points noted above. However, we have to remember that the technology is still in relatively early stages and once there is sufficient content offered, the prices lower and newer models release, 3D TV will still be a massive hit in the near future. It would be wrong to expect the 3D technology to explode into action instantly when there are still so much other related products, such as 3D cameras, 3D camcorders, 3D computers etc. in development that still need to come onto the market to give the boost required for the sales to lifted to the next level. . One thing is for sure; the manufacturers have committed too much into the technology and will make sure that 3D TV becomes a mainstream standard



















3D TVs and Displays