Abstract
Purpose was to examine how mass adoption of 3DTV in the United States as the next major step in TV evolution could take place, after the technology recently failed in the 2010s. Answers to the research questions focused on understanding what conditions for mass adoptions would need to exist and how the National Football League TV transmissions could support the adoption process until when. An integrated literature review defined inhibiting factors to adoption related to technology, health, content, marketing strategy and price. Solution paths were proposed. Rogers’ diffusion of innovation theory and the Bass model were applied in a comparatist perspective, comparing 3DTV to historical adoption pat-terns of both HDTV and color TV. The comparatist approach proved to be very useful, as forecast models ignoring historical adoption patterns usually failed. Findings revealed that most American households could possess 3DTV sets by 2032, if Avatar sequels would kick off another cycle of 3D cinema, followed by 3DTV re-introduction. NFL TV transmissions were found to be perhaps the single most important factor to motivate Americans buying 3DTV sets and supporting mass adoption. The study encountered limitations, related to the Bass model. Also, findings from the American market would need to be adapted carefully to situations in other countries, before generalizing them.
Highlights
The researcher aimed at understanding how and until when the annual National Football League (NFL) season could contribute to mass adoption of 3DTV in the United States: featuring with its annual championship game, the Super Bowl, America’s most important sports event
The purpose of the study was to understand the impact of the Avatar sequels on 3DTV mass adoption, providing solutions to eliminate adoption inhibiting factors and applying a comparatist perspective to related technology such as HDTV
If the Avatar sequels would be released from late 2021 onwards, bringing 3D cinema back on a big scale, NFL TV transmissions could kick off another cycle of 3DTV as perhaps the single most crucial factor
Summary
The researcher aimed at understanding how and until when the annual National Football League (NFL) season could contribute to mass adoption of 3DTV in the United States: featuring with its annual championship game, the Super Bowl, America’s most important sports event. The purpose of the study was to understand the impact of the Avatar sequels on 3DTV mass adoption, providing solutions to eliminate adoption inhibiting factors and applying a comparatist perspective to related technology such as HDTV. In 2017, both Sony and LG declared that they would not offer any 3DTV support anymore (Leswing, 2017). 3D was considered a Jurnal Pengajian Media Malaysia / Malaysian Journal of Media Studies cyclical technology, undergoing phases of popularity and the lack thereof. 3D cinema was launched in the mid-1950s, returned in the 1960s (Carey & Elton, 2010)
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