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No-one wants 3D TV: Ovum

Technology analyst Ovum has released a report on the state of 3D TV programming around the world, saying that broadcasters are uninterested in investing in the expertise and technology required to create 3D programming. This means the amount of 3D programming on TV in Australia is unlikely to increase in 2011, with coverage restricted to special sporting events like the State of Origin football matches and NRL grand final.

A media release explaining the The State of 3D (Strategic Focus) report, which looks at investment in and future prospects for 3D programming, says that broadcast industry executives rated the launch of 3D channels and production of 3D content as their lowest strategic priority. Over half of all executives said producing 3D programming was "not an important business consideration." Respondents from the Asia-Pacific region rated the importance of creating 3D programming slightly higher than those in North America and Europe, but feedback was still negative.

Ovum analyst Tim Renowden, the report's author, said that there was no uniform approach to 3D broadcasting in the region — Australian 3D programming is restricted to special events, while Japanese TV has an on-demand, pay-per-view model for its Hikari TV IPTV service. Renowden commented that uptake of 3D programming will not spike in the foreseeable future: "Given the lack of enthusiasm for investing in 3D content production and delivery expressed by broadcasters, this situation is unlikely to change rapidly."

“This ambivalence towards investment in 3D content production and creation of 3D channels, leaves a big hole in the availability of 3D content, and tells us that the lack of 3D programming we have seen during 2010 is unlikely to improve in 2011." The ACMA is only allowing 3D TV broadcasts in Australia on a case-by-case basis until the end of 2011.


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