• by David Goetzl  @dgoetzl, April 12, 2010

A recent Wall Street report cautioned that critical mass in the 3D TV space is well off, partly due to a lack of content in the format. Panasonic, which has a 3D plasma set on sale for about $2,500, is looking to accelerate sales by investing in content development.

The manufacturer is expanding an arrangement with sports and entertainment company AEG to provide it with hardware to ramp up production of 3D broadcasts of boxing, music, comedy and other programming. AEG Digital Media runs a Los Angeles studio and will acquire a run of 3D professional cameras and other production equipment from Panasonic, helping to fill the content pipeline.

In addition to AEG Digital Media productions, the 3D-outfitted studio will be available for other third-dimension producers. Many of AEG's productions will be carried on N3D, a coming 3D channel to be distributed by DirecTV, where Panasonic is a sponsor.

Live streams of sports events and concerts held at various venues operated by AEG will be featured on DirecTV, with production emanating from the upgraded L.A. studio.

The Panasonic-AEG equipment link is an outgrowth of a 2009 deal that had Panasonic as a "founding partner" and tech provider for the AEG entertainment complex. Panasonic also has other marketing arrangements with AEG, whose properties stretch from New York to Kansas City.

The 24/7 N3D channel is expected to offer 3D versions of shows from programmers ranging from CBS to NBC Universal in addition to live event simulcasts.

AEG Digital Media was formed late last year to offer productions of events at AEG arenas -- and other spots -- on multiple platforms. AEG bought online streaming experts Incited Media and re-flagged it. Its broadcast of an Alicia Keys concert on YouTube could serve as an example of the type of programming slated to come in 3D.

A report last month from Barclays Capital suggested people will be slow to upgrade and purchase 3D-compatible sets, partly because of high costs and "a near-term dearth of 3D TV content."

About 1.5 million 3D sets are expected to be in domestic homes by the end of the year. Assuming one per household, that would amount to .01% of U.S. TV homes.