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Is 3D television just a gimmick or is it here to stay?
The announcement by television industry players Sony, Samsung and LG recently that 3D enabled high definition televisions would be making their way onto the South African market in 2010 has sparked a debate regarding the potential of 3D TV.
Local opinions appear to be mixed. Among forum users there is a definite divide between those who believe that 3D TV is a dynamic addition to home technology and those who believe that it is simply a passing phase.
According to a recent report filed by international research and consulting firm Zpryme this dichotomy is echoed among international users. Based on the findings of the report Zpryme states that the majority of consumers questioned believe that 3D TV in the home is both “long overdue” and revolutionary”.
Despite this sentiment there are a number of international users who consider 3D TV to be “only a gimmick” or “at best, immature”.
The majority of users surveyed in the study were concerned about the use of “uncomfortable” 3D headsets. All 3D enabled televisions which are scheduled to be released in the foreseeable future will require users to use headsets, or glasses in order to make use of the technology. Some consumers even voiced concerns regarding the potential health risk of 3D technology, adding that viewing could be “headache inducing”.
In addition many complained about being pushed to purchase 3D TV sets after they had recently upgraded to costly High Definition technology. Although local pricing has not yet been revealed incoming 3D TVs are generally expected to be costly partly due to LED backlighting.
According to Alberto Perilla-Gayle, director of consumer insights at Zpryme, the adoption of 3D TV will be slow unless bolstered by major media offerings such as James Cameron’s Avatar.
“3D TV presents a giant leap forward both in terms of technology and the user experience. Consumers are well aware of this and are excited by the prospect of enhanced cinematic immersion and gaming interaction.”
“The naysayers are missing the point here. Adoption will be driven by big ticket content and media events—think broadcast sports, movie night, gaming, and so on. If the success of Avatar confirms anything, it’s that consumers are happy to overlook the perceived shortcomings of 3D ‘done right’,” Perilla-Gayle concluded.
Television Broadcast
In SA uptake of 3D TV may begin to look promising when broadcasters begin to offer three dimensional programming.
This is most likely some way off for South African users as the technology is still in its infancy, with the first tentative broadcast of 3D programming only recently taking place in the United Kingdom via SkySports.
The announcement by television industry players Sony, Samsung and LG recently that 3D enabled high definition televisions would be making their way onto the South African market in 2010 has sparked a debate regarding the potential of 3D TV.
Local opinions appear to be mixed. Among forum users there is a definite divide between those who believe that 3D TV is a dynamic addition to home technology and those who believe that it is simply a passing phase.
According to a recent report filed by international research and consulting firm Zpryme this dichotomy is echoed among international users. Based on the findings of the report Zpryme states that the majority of consumers questioned believe that 3D TV in the home is both “long overdue” and revolutionary”.
Despite this sentiment there are a number of international users who consider 3D TV to be “only a gimmick” or “at best, immature”.
The majority of users surveyed in the study were concerned about the use of “uncomfortable” 3D headsets. All 3D enabled televisions which are scheduled to be released in the foreseeable future will require users to use headsets, or glasses in order to make use of the technology. Some consumers even voiced concerns regarding the potential health risk of 3D technology, adding that viewing could be “headache inducing”.
In addition many complained about being pushed to purchase 3D TV sets after they had recently upgraded to costly High Definition technology. Although local pricing has not yet been revealed incoming 3D TVs are generally expected to be costly partly due to LED backlighting.
According to Alberto Perilla-Gayle, director of consumer insights at Zpryme, the adoption of 3D TV will be slow unless bolstered by major media offerings such as James Cameron’s Avatar.
“3D TV presents a giant leap forward both in terms of technology and the user experience. Consumers are well aware of this and are excited by the prospect of enhanced cinematic immersion and gaming interaction.”
“The naysayers are missing the point here. Adoption will be driven by big ticket content and media events—think broadcast sports, movie night, gaming, and so on. If the success of Avatar confirms anything, it’s that consumers are happy to overlook the perceived shortcomings of 3D ‘done right’,” Perilla-Gayle concluded.
Television Broadcast
In SA uptake of 3D TV may begin to look promising when broadcasters begin to offer three dimensional programming.
This is most likely some way off for South African users as the technology is still in its infancy, with the first tentative broadcast of 3D programming only recently taking place in the United Kingdom via SkySports.
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