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3D TV – has the bubble burst or has it just gone momentarily pear shaped ??

or an alternative headline could be  .....

3D TV – reasons why it is struggling to make an impact and why Manufacturers and Marketers need to take some of the blame.

 

Why aren’t consumers parting with their hard earned cash to buy a 3D TV set, why aren’t you seriously considering buying one?? Let’s see if we can reverse the question to be why you ARE seriously considering buying a 3D Television by looking at the issues objectively, without the hype – and that is both ends of the hype scale - the euphoric “just gotta have it” positive hype and the doom and gloom “it is just a passing fad” negative hype.

We are flocking to the cinemas in record numbers to watch the latest 3D movie but we are not flocking to a retailer (or online) to buy a 3D TV ..... so why not? it is the same entertainment medium.

Sales of 3D Televisions should be much greater than what they are presently and there is one contributing reason that is often overlooked. Simply put – most people do not understand that they can still watch excellent quality standard (2D) HD Digital television and movies on a 3D TV, in most cases at a better quality than non 3D TVs. And this affects 3D TV sales adversely how? Regardless of the advent of 3D TV the demand for purchases of new television sets remains somewhat of a fluid constant – TV sets age, they break down, people want a bigger screen, they want an extra TV to put in their kids room etc, etc.

The 3D Bubble has NOT burst – far from it – cinema numbers are up and a major contributing factor is 3D movies – cinema operators are gladly forking out $100k plus per cinema to upgrade to 3D capability (a cinema complex with say 20 cinemas is up for $2mil at least – many are upgrading on a programmed basis).

Let’s take a different view of the reasons why you should buy a 3D TV if you are in the market to buy a new TV, why you should seriously consider 3D versus 2D – to do that we firstly need to visit the reasons put forward why not to buy a 3D TV.

The commonly raised issues behind the burst 3D TV bubble are;

 1. Lack of available viewing content in 3D, i.e. movies, sports, TV shows or even games,

2. The cost of 3D TV sets,

3. The economic situation In many countries (the U.S. economy as an example),  

 5 . consumers waiting for glasses free 3D technology.

So let’s roll the sleeves up and examine each of the above and then maybe re-assess our approach. Each of these reasons have some validity however they are often overstated or overly emphasised by the 3D naysayers (the vocal minority) to justify their viewpoint – that 3D TV will never take off, that it is just a passing fad, etc.

Content: Yes there is a lack of 3D content – movies, sport, TV shows and even games – so what? Within a few months there will be over forty (40) 3D Movies released and some new season 2011 TV shows will be available in 3D as will a great number of sporting events. 3D content will be brimming over within a few months as the networks and production studios continue to pour in obscene volumes of money for the production of more and more 3D viewing content. In the meanwhile the same 3D TV set will provide excellent 2D viewing and you needed a new TV anyway right? You can have those “special” moments watching a 3D movie, not unlike planning to go to the cinema.

Pricing: 3D TV packages are tumbling faster than an avalanche in the Swiss Alps – and prices are as low as they are likely to get. The price differential between a comparable screen sized HD LED TV and a 3D TV is only a few hundred dollars now (thousands 8 months ago). So you are in the market for a new TV, by spending a few hundred dollars extra you get to watch 3D at home – limited content for a few months but after that it will flow and in the meantime you can enjoy a new entertainment medium in the comfort of your own home.

The Economy: the facts are that the economy is what it is and as consumers we can do little about it – dependant in which country you live determines how tough things are. It still remains that if you are going to buy a new Television in any case, having made the decision that in the economic climate you can afford to do so, then making the decision to go 3D is a modification of the decision – does spending the extra few hundred dollars change your decision or does it just mean an adjustment to the budget you allowed for a new TV?  Prices are always cheaper when the economy is tight – generally a good time to buy if you have done your sums.

Having to wear 3D Glasses: This is an inconvenience however is generally blown out of proportion. Most of us get by wearing those chunky very uncomfortable 3D Glasses in the cinema and still very much enjoy the experience, the annoyance factor of the glasses is soon forgotten. The types of glasses supplied with or used for 3D TV viewing differ greatly from those used in the cinemas and are generally much more comfortable. Just like reading glasses you will soon be able to buy the style and comfort of glasses frames you like and have 3D lenses put in them by your local optometrist shop. Even 3D Contact Lenses will soon be available. In the meantime it should be considered that the amount of time you would be wearing the glasses is about the same as in the cinema so it is a small inconvenience for a wonderful experience.

Waiting for Glasses Free 3D: This is something everyone is waiting for with bated breath however you may need to have a large scuba tank nearby because it could be a long wait. Toshiba were going to release a glasses free 3D TV in early 2011 however they have now shelved the release indefinitely, presumably for one of two reasons, it doesn’t work as well as expected or needed to be accepted by consumers, or the cost is prohibitive. The advent of readily available, reliable, practical and affordable no glasses technology in 3D TV sets will pretty much resolve the current reluctance to buy 3D Television sets. The key is practical – the biggest single advantage will be the ability to watch the screen from any angle and whilst moving around. Currently for 3D Television viewing with electronic shutter glasses you need to sit still and also need to be in the “window” – the optimum viewing distance from the screen (and indeed relative height), and that varies from manufacturer to manufacturer.

So the issues that adversely affect the decision by consumers not to buy a 3D TV are real however if looked at objectively then the argument against buying one is less persuasive – particularly if you take into account the worlds' best kept secret.

3D TVs provide excellent Full High Definition 2D quality – often better than non 3D Television sets’ so that you are in essence buying 2 Televisions in one !!, a superb quality Full High Definition 2D TV with 3D capability so you can get some additional entertainment value (for a few hundred dollars extra)

But are the manufacturers telling us that? – are the retailers telling us that? – are the marketing gurus telling us that in their advertising? The answer is a definitive NO in all 3 cases.

Here is a different way to look at things and possibly justify buying a 3D TV rather than a standard 2D HD / FHD Television set (HD = High Definition, FHD = Full High Definition).

1.       The prices of 3D TVs have dropped dramatically and are comparable to standard 2D TVs

2.       Content, primarily movies and sport will be flowing very soon.

3.       The economy may be this way for a long time – it is more likely to get better at some point than worse.

4.       Wearing the glasses is not such a big hassle at all when you come down to it.

5.       No glasses technology is still some way off and will need to be a universally accepted standard.

So is there a suggestion being made that you rush out and buy a 3D TV – no not at all, however if you are going to buy a new TV do not dismiss the choice of a 3D TV lightly – think of it as a superb FHD TV that also plays 3D.

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