Digital TV in 3D: a passing fad or the next step in the evolution of digital television?

Abstract

The recent development of 3D digital television (DTV) technology draws upon almost 100 years of media industry experience with 3D motion picture cameras and projection systems. New electro-optical television display systems provide remarkably sharp, clear digital 3D images. This study utilizes diffusion of innovation theory in the analysis of key factors that may enhance or delay the US diffusion of 3D television technology. Cost will be a major concern for consumers, as the first 3D-capable displays will cost twice the price of comparably sized DTV sets and additional required hardware such as special electronic glasses will add to the expense. The author concludes that initial adoption (20102014) of 3D television technology will be slow. After this period, manufacturers may include 3D decoding capability in standard DTV sets, and the increased production of 3D television programmes and films will provide an incentive for consumers to purchase these enhanced displays. This article is based on a top-three paper of the Production, Aesthetics and Criticism division of the Broadcast Education Association, which was presented on 15 April 2010 at the annual conference in Las Vegas.