As appealing as Avatar was in 3D on the big screen, new research contends that 3D programming just isn't the "next big thing" for television, at least not in the U.K.
"We do not share the view that 3D represents the obvious next evolutionary step for TV, in the same way that color followed black and white, or HD is following SD," said a study from Informa Telecoms & Media.
Informa said one-in-three U.K. households, about 11 million, will have the technology by 2016, but it adds that this may simply be because CE manufacturers will begin to include the technology on more sets for competitive reasons.
"3DTV has the backing of the major U.K. broadcasters like Sky and Virgin, and most recently the BBC announced its plans to show the Wimbledon final in 3D for the first time, said Adam Thomas, senior analyst. "However, despite this, public reaction has been mixed--due to both a lack of content and a simple failure of the public to engage with what is, essentially, a new type of viewing experience."
Studies in the U.S. have shown that while there is interest in 3D, especially from early adopters, the technology has yet to interest the broader population.
Nonetheless, CE manufacturers increasingly are including 3D functionality in new models as a mater of course.
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