Against the promotional tide that is washing 3D up the discussion agenda, a survey conducted by analyst Ovum reveals investment in 3D production and content presently to be broadcasters’ lowest technology priority.
Ovum pitches its research into media and broadcast as providing ‘full coverage of disruptive technology and commercial strategy trends in the media and broadcast markets’. It aims to reflect ‘the full spectrum of strategic factors driving multiplatform audience value migration trends throughout the value chain in the FTA, cable and satellite MSO, OTT and IPTV markets’.
It predicts that the lack of 3D programming is set to continue in what it describes as ‘a clear lack of enthusiasm for 3D in the broadcast industry’.
‘In the Asia-Pacific region, various methods of implementing 3D are used,’ says Tim Renowden, Ovum analyst and author of the report. ‘For instance, several broadcasters and pay TV operators, such as Fox Sports and the Seven Network in Australia have presented 3D programming on an ad hoc basis. However, the high cost of 3D production has limited content availability. Given the lack of enthusiasm for investing in 3D content production and delivery expressed by broadcasters, this situation is unlikely to change rapidly.’
The survey indicated 53 per cent of respondents canvassed globally believe 3D content production was ‘not an important business consideration’. However, production of 3D content was rated as a slightly higher priority by executives in Asia- Pacific companies.
Asked to rate their priorities for 2011, senior IT and business executives rated production of 3D content and/or launch of 3D channels as the lowest priority for strategic investment. ‘This ambivalence towards investment in 3D content production and creation of 3D channels tells us that the lack of 3D programming we have seen during 2010 is unlikely to improve in 2011,’ adds Renowden.
The report identifies the high cost of investment in infrastructure and personnel is a major impediment to investment in 3D production.
