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WSJ: CE Exec Says 3D TV Is Overhyped
By Swanni

Washington, D.C. (December 17, 2010) -- Gary Shapiro, arguably the CE industry's biggest booster of new products, says 3D TV has been over-hyped and should not be compared to the early days of High-Definition TV, according to The Wall Street Journal.

WSJ reports that Shapiro, chief executive of the Consumer Electronics Association, said that the 3D TV is not even a real product.
"3D is not a category, it is not a product, it is a feature,” the newspaper quotes Shapiro whose trade group represents CE companies, including TV makers.

The Wall Street Journal article also states:
"In an interview Thursday, Shapiro argued that the technology has been over-hyped compared with more fundamental developments like high-definition TV, a huge driver of industry sales for much of the past decade. Giving those digital TVs the capability to simulate 3D images, by comparison, is more of an enhancement than something altogether new, he says."

3D TV sales this year have fallen far short of expectations with the CEA saying it could top out at just 1.1 million sold in the U.S. However, many 3D enthusiasts, noting that HDTV sales also lagged in the first year, say it's just a matter of time before the new sets take off.

But Shapiro says people shouldn't look at 3D as a type of TV, but rather a feature that will be available in high-end TVs.

“The truth is that every high-end TV will be 3D.”

Sharpiro told TVPredictions.com that his views have not changed since early 2010. But the  executive told 3DGuy.TV in a
video interview at the 2010 Consumer Electronics Show in January that "this year will be the first year that 3D TV will be sold en masse...3D is going to be something that's out there BIG (Shapiro emphasized the word, big, in his statement.) in the marketplace in 2010."

And when asked by
Dave Graveline, host of Into Tomorrow, what new products at 2010 CES had him "pumped," Shapiro mentioned 3D TV first in a list of several items that also included mobile TV, ereaders and smart phones.

One might argue that such talk could have contributed to the 'hyping' of 3D TV during 2010.  But Shapiro did tell
SolidSignal TV that 3D "won't be for everyone, but it will be exciting."

Some industry officials seem in recent weeks to be retreating from boasts that 3D TV would be the next big thing. For example, ESPN, which launched a 3D channel last June, said recently that it's not sure if it will keep it going in year two. And DIRECTV said last month that it believes that 3D will ultimately be a niche service.

Click TVPredictions.com to see today's Swanni Sez.


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.

Click TVPredictions.com to read more news and features on TV technology. 

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