Millen leaving ESPN, will return to Fox 3 Questions with Twitter's Danny Keens Sports Media: Periscope on the radar SNY’s rowdy roommates back in new ads Lifetime Achievement: Dick Ebersol MASN case returns to the courtroom After changes, Ebersol assesses rivals ‘Videos’ helped spawn ‘Later’ Last-ditch effort to keep Madden in the NBC game NBC to air 10 hours of Nitro Circus
Upcoming Conferences and Events
SBJ/June 24-30, 2013/Media
Experts debate 3-D’s future
Published June 24, 2013, Page 35
But in the end it wasn’t nearly enough, and when ESPN announced this month it planned to shut down the channel by the close of 2013, it provided a potential death knell to the format.
Set manufacturers had already begun to shift away from 3-D TV. After several years of aggressively trying to use 3-D as a major selling point to accelerate set replacement cycles, the manufacturers over the last 18 months saw consumer adoption for 3-D TV lagging for numerous reasons. Many didn’t like the glasses that greatly inhibited the social elements of TV viewing, particularly for sports, and in most cases were proprietary to specific manufacturers. Some consumers saw 3-D TV as literally nauseating.
Also problematic for many sports fans were the different camera angles required for 3-D TV broadcasts, angles that provided radically altered views compared with now-industry standard views of sports in 2-D TV.
|John Skipper of ESPN says 3-D is “not for an everyday viewing experience.”
“This is still something that can work in the cinema, for maybe some of your big, ‘wow’ major events. But it’s not for an everyday viewing experience,” said John Skipper, ESPN president. “We’re still believers in it, and we could get back into it quickly if needed. But right now, it’s just not the sort of thing where you can have your friends over to watch the game and bring out the chips and dip.”
ESPN, like many other networks and leagues, is exploring the realm of 4K TV, which offers significantly greater picture resolution than current high-definition (see related story). But Skipper acknowledged it’s still very early days for that technology, and it’s likely a “three- to five-year horizon” before 4K is truly mainstream.
Other industry executives are not yet ready to give up on 3-D despite its recent choppy history. Some see a day in the not-too-distant future in which 3-D is incorporated into 4K sets and without glasses. Several 3-D TV prototypes not requiring glasses have appeared over the last two years at the annual International Consumer Electronics Show in Las Vegas. Those prototypes have not been particularly immersive, however, and required a viewer to stay in a particular spot to get the 3-D effect.
“3-D as an in-home TV application right now is essentially dead,” said Rich Zabel, vice president of Eastern region sales for Harris Broadcast, which develops equipment used for television broadcasts. “But looking down the road, the kind of research manufacturers are continuing to do in glasses-less technology, I can definitely foresee a situation where 4K, glasses-less 3-D, and particularly higher frame rates come together in one killer product that gets 3-D back into the home. That’s probably several years away still. But there are a lot of people working on this from a lot of different angles.”