3DTV makers hope for a better 2011

09.01.2011
The "Avatar effect" that was supposed to make 3D TV so popular last year failed to materialize, but manufacturers, ever optimistic, say a wider selection of films and some modest technology improvements should make 2011 a better year.

This time last year, the Consumer Electronics Association estimated that 4.3 million 3D TVs would be sold in North America in 2010, but the number turned out to be closer to a million, said James Willcox, a senior editor with ConsumerReports, citing estimates from two manufacturers.

, a lack of 3D content and the hassle of having to wear special glasses to watch TV held adoption back. Sales were also hurt by the miserable economy and some practical difficulties with demonstrating 3D TVs at retail. (The 3D glasses have to be tied down or people walk off with them.)

Still, industry executives on a panel discussion at CES said 2011 will be better. Jonas Tanenbaum, a marketing VP with Samsung Electronics America, was bold enough to predict a six-fold increase in North America sales this year, to about six million TVs.

His confidence stems partly from the gradual increase in 3D content being provided by movie studios, games makers and broadcasters. Twenty-three 3D movies made it into wide release last year and at least 60 are scheduled for the next two years, said Robert Mason, president for consumer electronics at RealD.

And broadcasters are learning the tricky business of shooting with two cameras to cover live events in 3D, he said. "They turn up with a truck the day before a game and they get something to your home that looks amazing. Sky has done an amazing job with Premiership soccer," Mason said.