3D TV: When will you get yours?

Just as High Definition televisions are starting to reach the mass market we are reminded of the speed with which new technological innovations come around, with claims of selling the “first 3D TV in the UK” made by Harrods and Currys recently (although they won’t be shipped until April). Recent research by Ipsos MediaCT found that 40% of UK consumers find the idea of watching 3D TV at home appealing. This is good news for electronics giants Samsung, Panasonic, LG and Sony as they’re all ploughing millions of pounds into creating and marketing their 3D TV offerings. The goal is to be the major player in the industry when the FIFA World Cup, due to be filmed in 3D, is aired this summer. Each brand is taking a different approach to its promotion strategy from TV advertising and cinema campaigns to sponsorship of the FIFA World Cup, with the best strapline, in my opinion, being Samsungs “A new definition of TV”.

How big a hole will it burn in your pocket?

Unfortunately for the vast majority of the population this ‘in your face’ technology also comes with an ‘in your face’ price tag. A Sony 52in 3D ready TV from Curry’s will set you back £2,999. But that’s just the telly… if you want to actually watch it in 3D you’ll also need to invest in some battery-powered, wireless specs for around £100 and a transmitter to synchronise your new glasses with the TV (that’s another £75). As for other suppliers, depending on the size of your desired screen prices range from approximately £2,500 up to £6,000.

Will there still be ‘nothing on’?

Producers and manufacturers alike seem to have learnt from high definitions mistakes. They don’t want to repeat their previous struggles to entice consumers to purchasing a HD TV until more channels were dedicated to showing programmes with a HD option; this can turn into a costly and unrewarding cycle. Many top names have already announced partnerships to launch 3D programming such as The Discovery Channel with Sony & IMAX, Panasonic with US provider DirecTv and the promise of more 3D specific channels from BSkyB and ESPN. The latest launch date news is from Sky who are promising a 3D offering due to be launched on 3rd April with the Premier League match between Manchester United and Chelsea. So there should be plenty to choose from for the sport loving, movie watching, animal fanatic in all of us!

The Challenge for marketers

In the race to become the number one player in the 3D arena the key task for brands will be to get their sets out in the public domain. With the FIFA World Cup already set to be filmed in 3D, and the recent success of Sky’s preview of 3D football (showing Arsenal vs Manchester United in 3D in nine pubs around the UK) the obvious route to selling these specialised sets would be to public venues such as pubs, clubs and cafes. If consumers decide that the new technology is more than just a novelty and can see that it is the next step in home entertainment it’s more likely they’ll commit to 3D and invest in a domestic TV set. However, to initiate interest from those with the power to take 3D to the masses marketers are still going to be forced to get creative as they try to communicate the benefits and concept of 3D TV through traditional 2D media.