The 3DTV push continues to gain momentum, with manufacturers doing their best to whey our appetites for the technology.  TVCs, networks flogging sport, retailers jockeying for position, and even free glasses with newspapers are just some of the tactics that are flooding the market.  The investment into 3D is high; the big players see it as an innovation that could give them leadership status in their respective industries.  It is being heralded as the future, but are we ready we for it?  From where I’m sitting, there are a number of serious barriers still to overcome. 

Barrier number one: content.  The nine network is the only network with a major push behind the technology at the moment.  Only a very small proportion of content is available in 3D, and it is darn expensive to produce.

Barrier number two: the glasses.  In our recent (June) Consumer Electronics Study, 71% of Australians did not like the idea of having to wear glasses to watch 3D.  It may seem superficial, but it represents a significant level of resistance to the idea – would we be better to wait til the technology evolves to the point where glasses are not necessary?

Barrier number three: the waiting list.  If you want to purchase a 3D model, the current wait list is two to five months, depending on manufacturer.  This thwarts consumer desire for instant gratification and stifles the word of mouth vital to generating excitement. 

Barrier number four: flatscreen fatigue.  The majority of us have been our recently and made significant investment in a flatscreen.  They’ve become the feature wall in the modern home.  Most will not be ready for the expense of replacing a perfectly good TV.

Whilst 3D may be the ‘dream’ experience, people will remain driven by the aesthetics (size + design), colour, picture quality and durability when purchasing TVs.  Features such as internet connectivity, video on demand, and video calling are also competing against 3D but at a lower price point.  I don’t mean to sound like a negative Nelly, but I think it will be a while before we see it take off.  There are too many barriers to overcome.  It’s a great idea, but at this stage it’s a case of science leading fiction. 

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