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CEA, ETC: Content Vital for 3D HDTVs

By : Chris Tribbey | Posted: 18 Mar 2010

Two-thirds of consumers considering buying a new 3D HDTV are more likely to buy if they can get 3D content through their satellite or cable provider, according to a new survey.

The survey, jointly undertaken by the Consumer Electronics Association and the Entertainment and Technology Center at the University of Southern California, shows that most consumers (65%) want to watch 3D movies at home, though 36% said they would play 3D video games and 33% said they would be interested in 3D television programming.

“2010 will be an important year for 3D in the home, with 3D-enabled sets on store shelves today and content continuing to evolve and expand,” said Shawn DuBravac, chief economist and director of research for CEA. “3D content in the home shows potential as 3D-specific cable channels continue to be announced and more movies and sporting events are slated to be transmitted in 3D in the coming months.”

The survey also reported 27% of American adults saw a 3D movie or event in 2009, and half of those saw more than one; 85% reported a positive experience with 3D.

“Consumers who have seen digital 3D know that the current state of the art is unlike any 3D they have seen in the past,” said David Wertheimer, CEO and executive director of ETC at USC. “It’s no surprise, given the choice, consumers want a high-definition 3D experience in their home. However, broad availability of 3D content is critical to mass adoption.”

In other 3D news, the International 3D Society set its 3D Technology Awards event for Oct. 5 in Los Angeles.


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