Almost two years after 3D TVs started to fly off the production lines, people are growing tired of the talk about the latest and greatest technology – they want to see the content.
But there are still a lot of obstacles standing between consumers and their first 3D experience.
Here are five things the industry needs to do to get more eyes on the prize:
1. Tell them what’s best: If you are the average consumer you do not know that the surest bet is to buy a 3D TV with passive glasses and at a reasonable price.
2. Know your product: We went into every one we came across over the past 6 months. None – and I mean not one of the guys we met and discussed 3D with knew what they were talking about.
3. Stock up on simple: Manufacturers want to unload their “old” – as in months old – technology. By and large these TVs remain too complicated for the average consumer to operate or maintain. Just try purchasing a replacement battery for those active shutter glasses.
4. Improve distribution: Just a couple of major companies – such as Universal Studios – control 80 per cent of DVD sales in the world. In addition there’s several middle companies that control access to these majors. Each one takes a hefty commission along the way. But if you don’t deal with these guys – your 3D DVD is not going to get wide release. Ultimately a very small share of the retail sales flows down to the producer – so it’s not worth the hassle and the consumer stays hostage to the major companies.
5. Fess up: The broadcaster and the television manufacturers’ PR machines perpetuate the “coming of age” story – failing to properly acknowledge the above obstacles.
Until producers, manufacturers, distributers and broadcasters work to eliminate these challenges for the consumer, the 3D “hype” will remain unfulfilled.
–Ian Herring, President
