3DTV Elicits High Interest From Gamers, Movie Fans


Challenges exist for 3DTV -- such as those crazy glasses and high costs -- but there is big early interest for the technology among video gamers and heavy moviegoers.

A new study by The Nielsen Company for the Cable & Telecommunications Association for Marketing, which commissioned the work, said consumers exposed to 3D films -- especially in theme parks where many people are first exposed to this content -- elicit strong overall interest in 3DTV.

But there are limitations, according to the study. For example, 77% of consumers believe 3DTV is better-suited for special events such as movies or sporting events, as opposed to everyday viewing.

Overall, 42% say they had an interest in playing video games in 3D, with 71% of hardcore or regular gamers interested in 3D video games.

Beyond games, the study said the top 3D content for consumers includes sports, movies, and action/adventure programming, as opposed to niche genres such as nature/animal shows, travel, sci-fi and music concerts.



Almost 60% of viewers say 3DTV made them feel like they were "part of the action," and nearly 50% felt it made them more engaged with what they were watching. Nearly half of consumers -- 47% -- said 3DTV would make them watch programs they wouldn't normally watch.

Char Beales, president/CEO, CTAM, stated: "This is providing a deep understanding of how consumers will watch 3DTV, giving the industry a previously unavailable perspective on the marketplace challenges that are unique to television, from content preferences to frustrations with 3D glasses."

Problems for 3DTV remain -- namely the high cost, 68%; wearing the 3D glasses, 57%; and lack of 3D programming, 44%.

Almost 90% felt the 3D glasses would constrain their multitasking activities. More than half mentioned that the glasses are a hassle, cited by 57% of those "not likely" to purchase a 3DTV set. Forty-five percent of consumers were also concerned about discomfort from wearing the glasses.


1 comment about "3DTV Elicits High Interest From Gamers, Movie Fans".
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  1. Paul Benjou from The Center for Media Management Strategies, September 15, 2010 at 11:16 a.m.

    Contrary to the data sources in this article, 3D is waning among studios as a staple in their production portfolios. 3D flops this year has turned the market skittish as movie goers do not see the value in poor 3D productions. As a result, studios are downplaying the 3D element next year. This will likely spill over into 3D TV as well. The only solid feedback seems to be coming from gamers.
    Paul Benjou

    Ad Blog: www.MyOpenKimono.com

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