3D TV struggles in a 2D world
Sep 28, 2012 / 4:14 pm
Phil Orlins knows everything about producing TV in three dimensions.
The ESPN producer has captured the undulating greens of Augusta National and the flying motor bikes of the X-Games for ESPN's 3-D channel.
But he can only guess how well his shows resonate with viewers. That's because 3-D audiences are so small they can't be measured by Nielsen's rating system.
"The feedback on The Masters was fast and furious. You could go on Twitter at any moment, and there'd be comments coming in every minute about 3-D coverage," said Orlins while giving a tour of a production truck at this summer's X-Games. "But then you go to some other events where it's pretty quiet."
Orlins' problem is that fewer than 115,000 American homes are tuned into 3-D channels at any one time.
That's less than a hundredth of the 20.2 million-strong audience that saw television's highest-rated show, "NCIS," this week. 3-D viewership is so tiny that The Nielsen Co.'s methods are unable to capture any meaningful data about viewers' programming preferences.
ESPN 3D is one of nine 3-D channels that launched in the years following the late 2009 release of James Cameron's "Avatar." The 3-D blockbuster won three Oscars and ranks as the highest-grossing film of all time, garnering $2.8 billion at the global box office.
"Avatar" was supposed to change everything. Enthusiastic television executives expected the movie to spur 3-D's transition to American living rooms, boosting sales of TVs and, they hoped, getting people to pay for 3-D channels.
That never happened.
Only 2 per cent of TVs in the U.S. are able to show 3-D programming, according to the most recent data from research firm IHS Screen Digest.
That's about 6.9 million sets out of 331 million. After this year's Christmas buying rush, IHS expects the number of 3-D-capable televisions in homes to jump to 19.3 million, mostly because many new larger TVs automatically include the technology. If you're in the market for a big-screen TV, you're likely to wind up with 3-D, too. Even so, 3-D TVs will amount to fewer than 6 per cent of all sets.
"We've learned with every passing day that we were ahead of the curve further than we thought we were," said Bryan Burns, the business leader for ESPN 3D. "We hit the on-ramp earlier than we realized at the time."
At movie theatres, 3-D has attracted lots of viewers. But not at home. There's a supply problem: 3-D TV is expensive to produce, so there's not a lot of it. Of the content out there, some isn't very good. There's an equipment problem: Some people find the special glasses required for 3-D TV uncomfortable. And there's a money problem: Many wonder if it's worth the extra cost.
Read more Business News
|QHR Technologies Inc||0.56||-0.01|
|Anavex Life Sciences||0.475||-0.025|
|Copper Mountain Mining||1.73||-0.02|
Owning a business is a daily battle. Customers reduce everything to the most easily comparable factors – apples to apples – and dollars per unit. Business owners must constantly strive to...
I had a crazy thought a few years ago. I was in the lobby of a Church talking to Matt Blacklock. Matt is a friend and ultra-marathon runner who has tackled some of Canada’s toughest long distan...
I vowed when I started this column twenty-five years ago that I wasn’t going to write about politics and I have held the line until today but this item is really about questions. I looked back o...
- Telus offers $380 million for Mobilicity
- Loonie heads lower
- Loonie takes a short dive
- Music industry biggies donate $70M
- IRS investigated for tea party targeting
- Loonie weakens as commodities fall
- The buck is up - a little
- Cheap deadly cars made in Brazil
- Bangladesh to raise wages
- Open for business
- 'Gatsby' earns $51.1M, 'Iron Man' $72.5M
- Chrysler recalls nearly 470,000 SUVs