Is the Industry Souring On 3D TV?

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Is the Industry Souring On 3D TV?
TVPredictions.com

Washington, D.C. (May 26, 2010) -- In recent days, more TV executives and industry analysts are expressing doubt that 3D and 3D TV will be a big hit.

BBC chief Danielle Nagler told an industry conference in London that it may be years before 3D TV overcomes certain technological hurdles. She added that she's not ready to commit her network to producing 3D programming until she learns more.

“We are excited about the developments of 3D but we need to see what the long term benefits of 3D to broadcasters is, before we commit”, Nagler said, according to the web site, News In Tech. “We are not clear on what makes good 3D and are certainly not clear on what makes good 3D television. The trials we are doing are a bit like early color -- it looks interesting but there is a long way to go”

CBS CEO Les Moonves told an industry conference in Beverly Hills that he has seen 'prototype' conversions of old Star Trek shows to 3D and they did not "knock him out."

"Does the experience get good enough on television to work? I'm not sure it's going to be economically viable for the near future," Moonves said, according to Reuters.

Read more below.

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And Wall Street analyst Richard Greenfield this week even cast doubt on whether 3D will continue to be successful in movie theaters. Home Media Magazine reports that Greenfield noted in a blog post that the new 3D Shrek movie generated box office revenues far below Avatar and Alice in Wonderland during its opening weekend.

There were even reports that many consumers decided to watch the 2D version of Shrek because it was priced lower than the 3D edition. Greenfield said consumers may not be willing to pay a premium to see a sub-par film in 3D.

“The last thing the industry needs is consumers starting to believe that 3D is simply ‘not worth it,’” Greenfield said. “The movie industry cannot afford a wide-spread consumer backlash against (3D)."

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Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.

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