Canadian broadcasters waiting for critical mass for 3D TV

OTTAWA—3D television is on its way in the United States, the United Kingdom and Japan, but Canadian broadcasters are waiting for a critical mass before 3D content shows up in Canadian homes, Kevin Wright, senior vice president of programming with Astral Television Networks said at a conference Friday. Wright took part in a panel titled, “To 3D or not to 3D—That is the question!” at the Canadian Film and Television Production Association’s Prime Time conference in Ottawa. “I don’t see it happening in the next several months,” Wright said about the prospect of 3D television in Canada. In the United Kingdom, Sky Television has already aired some soccer matches in 3D. In these early stages, however, the 3D broadcasts were mostly available in London pubs in possession of early 3D TVs. In the United States, ESPN will air the 2010 FIFA World Cup in 3D when the soccer tournament starts in June. James Stewart, president of Geneva Film Co. and a panellist Friday, said major sporting events and concerts will kick-start the move to 3D television—just as that type of programming led the move to high definition (HD). “I believe that in the future all digital media will be in 3D,” Stewart said. He added that 3D is a superior viewing experience in the same way that HD is superior to standard definition. James Cameron’s film Avatar shows audiences are ready for 3D entertainment. The blockbuster was made with 3D technology and shattered box office records, earning more than $2.3 billion US worldwide. The first group to embrace 3D, however, has been gamers. Neil Schneider, executive director of the S-3D Gaming Alliance, the official voice for stereoscopic 3D gaming, said that a lot of hardcore gamers have been playing computer games in 3D for years. “The number one motivation among gamers is immersion,” Schneider said. He said that 3D offers the kind of immersion gamers are looking for. Stewart said Samsung has already shipped more than three million 3D-capable TVs. The new LCD TVs are compatible with “active shutter glasses” that rapidly alternate the tint of each lens to create a 3D effect. The rapid changes are not noticeable to viewers. Active shutter glasses are expected to be more popular for 3D in the home than polarized glasses, currently used in movie theatres. Polarized glasses make the images appear darker. Movie theatres can compensate by adjusting the brightness of the screen, but the glasses are not considered practical for home users. Michael Williams, sales manager with XpanD Cinema, a company that manufactures 3D equipment, said on Friday’s panel that the active shutter glasses will each have proprietary technology to communicate with their respective televisions. Some will use Bluetooth while others will use infrared or RF signals to synchronize with 3D sets. Wright said manufacturers will need to decide on a standard if consumers are to embrace the technology. “If consumers even get a whiff that there’s going to be a format war, they’ll stay out and say, ‘You guys figure it out. I’m not going to be the guy who is stuck with the Betamax or the HD DVD set,’” Wright said. Other panellists said they are excited about the creative possibilities 3D entertainment can allow. “We’re at the cusp of a revolution in storytelling,” said Munro Ferguson, project manager of the StereoLab animation division at National Film Board of Canada. Stewart expressed more enthusiasm: “It is the closest thing we have to dreaming,” he said.

Canadian broadcasters waiting for critical mass for 3D TV

Broadcast | February 19, 2010

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