Broadcasters shun 3D programming

More than half of broadcasters polled by research firm Ovum rated creating 3D programming as “not an important business consideration”.

When asked to rate their strategic priorities for 2011, senior IT and business executives rated “production of 3D content and/or launch of 3D channels” as the lowest priority for strategic investment. 53% of respondents globally said 3D content production was “not an important business consideration” .However, production of 3D content was rated as a slightly higher priority by executives in Asia- Pacific companies.

Tim Renowden, Ovum analyst and author of the report, commented: “The high cost of 3D production has limited content availability and delayed some channel launches. Given the lack of enthusiasm for investing in 3D content production and delivery expressed by broadcasters, this situation is unlikely to change rapidly”.

Broadcasters’ rate production of 3D content and channels as their lowest technology investment priority, and the lack of programming for consumers who have bought a 3D TV is set to continue, according to Ovum.