[Satellite TODAY Insider 01-05-11] A lack of 3-D content has slowed sales of 3-D TVs, according to a report issued Jan. 4 by DisplaySearch. 

Shipments of 3-D TVs had made “steady, although slightly disappointing progress,” in 2010, reaching about 3.2 million, according to “Quarterly TV Design and Features Report.” However, DisplaySearch expects that figure to rise dramatically over the next year, forecasting nearly 18 million 3-D sets to be shipped in 2011, rising to more than 91 million in 2014.

“TV manufacturers really got ahead of themselves in 2010, and they forgot that a TV is a tool to watch content. People will only buy a 3-D TV if there is enough content to watch, and in 2010, there simply was not enough 3-D content available. As a result, only 4 percent of TVs 40 inches and larger had 3-D capabilities,” DisplaySearch Director of TV Electronics Research Paul Gray said in a statement.

The research also examines systems with 3-D passive glasses, which launched in China in December. These are being offered as an alternative to shutter style glasses, which have significant drawbacks, including high costs, weight, the need for recharging, and limited interoperability. This, however, may not be a positive development. “What is disturbing, though, is the prospect of a format war. It would be very damaging and consumers would opt to wait if they sense obsolescence, especially when they are already cautious about spending,” Gray said. 

Many in the satellite sector hope 3-D will fuel stronger demand for capacity, but research firms have yet to be convinced. In its “Global Assessment of Satellite Supply & Demand, 7th Edition’ report,” research firm NSR said its best estimate is that about 200 full-time 3-D channels will be carried globally within the next 10 years, with the DTH segment being the leading platform. “These are individual video streams such that the number of unique content 3-D channels will actually be much lower than this. This total compares to almost 6,000 HD channels expected by the end of the same time period, making 3-D in many ways a small subset of the greater HD market. While 3-D is certainly important to different segments of the industry, it will generate in capacity terms the equivalent of a few additional transponder leases (at most) in each key region of the world as of 2019. This is tiny compared to HD, and even SD, which implies that the 3-D monster is really a pussycat when it comes to driving new capacity demand,” the report said.

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