Sky Sticking with D

We asked the other day whether it was all over for 3D after the BBC joined US sport broadcaster ESPN in announcing that they were to shelve 3D projects for the foreseeable future.

However, Sky TV have announced that they will be sticking with the format as they hold out for the introduction of glassless 3D in the next couple of years or so.

BSkyB's Head of 3D, John Cassy, has commented that while progress was not what they were expecting, it is still being made.

Certainly the on-going economic downturn has meant that households are tightening their belts and people have upgraded their TV sets to 3D at a slower rate than the industry first forecast said Cassy in a blog on the Sky website. He also agreed that the glasses have proven to be a barrier. Some potential viewers may have also delayed experiencing 3D, preferring to wait for new technologies which mean they don't have to wear glasses.

However, Sky now claims 500,000 subscribers to packages with 3D services.

Our experience of 3D TV has been far more positive, despite these challenges. Firstly, 3D has been a great way of helping our customers get move value from their Sky subscription by providing a unique, immersive 3D experience at home for no additional cost.

This is because - unlike some other providers of 3D programming in the UK or US - we are a platform operator as well as a content producer. This means that a significant proportion of the value of providing great TV in 3D lies in how it helps attract new customers to join Sky, and in how it provides another reason for existing customers to stay with Sky.

Secondly, he claimed, Sky 3D viewers are among our most satisfied customers, with sports, movies and natural history their favourite genres. That's why those areas big event TV - are our focus moving forward.

Cassy went on to say that Sky recognise that at this stage in its development 3D isnt for everyday viewing, like on a standard TV channel which is why they are focussing on big events.

In the meantime, he said our conversations with TV manufacturers tell us that high quality TVs that will let you watch 3D without glasses and have excellent picture quality will be available at a price not dissimilar to today's HD and 3D TVs in two to four years' time .

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