3D TV not growing as fast as expected

By Laura Khalil October 14, 2010

toshiba 3d tv — Image used with permission by copyright holder

Have you ever seen a 3D TV? For most of us, that’s technology that is still relegated to the movie theatre. But manufacturers are trying to change that. More and more manufacturers are getting into the game. Most recently, Toshiba announced a 3D TV that does not require glasses to view the 3D effects.

3.2 million 3D TVs were sold this year, with half of those in the American market. And while high prices and lack of content are keeping more mainstream adopters away from the technology, this market is expected to boom by 2014.

DisplaySearch forecasts that the growth in 3D TV sales will hit over 90 million in 2014.

“While TV manufacturers have bold plans and a lot of new products, consumers remain cautious,” said Paul Gray, director of TV electronics research. “Consumers have been told that 3D TV is the future, but there still remains a huge price jump and little 3D content to watch.”

“North American consumers in particular appear to be playing a waiting game,” noted Paul Gagnon, director of North America TV research. “Set makers have trained consumers to expect rapid price falls for new technology, and consumers seem happy to wait a little.” As a result, DisplaySearch forecasts that 3D shipments in North America will be just under 1.6 million this year.

3D is a feature that set makers are determined to develop. 3D product choice is expanding fast with increased product launch plans and more set makers adding 3D.

As for 3D TV channels, ESPN 3D launched in June 2010 in time for the World Cup. There have been several sporting events broadcast in 3D, but its going to be up to content creators to bring more 3D TV into production so that viewers can actually take advantage of those fancy new TVs.

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