Watch a vision of the future and spot the winners.
This Christmas it is widely expected that the film 'Avatar' will rekindle public enthusiasm for 3D films. If it does, it will be perfect timing as a wave of new 3D-ready televisions and content is being launched in 2010.
Certainly, 3D TV has not yet been taken up by the masses, despite attempts in the 50s and 70s to produce films in this format. Yet, it seems the technology has almost caught up with the imagination of those who wish to create this type of content. If so, 3D could soon lose its reputation for amateurish, poor-quality visuals and generate huge profits for some.
Research company Displaybank predicts the global market for 3D TVs will be worth US$1 billion in 2010, rising sharply to $16 billion in 2015.
I can immediately see two areas where it may be possible to profit from this trend; content and the technical equipment used to create and view it.
Broadcasting content
Sky is launching the UK's first 3D channel next year following extensive trials, which included Sky becoming the first TV company in Europe to broadcast a live event in 3D TV. On 2 April 2009 Sky successfully broadcast a performance by Keane, live from Abbey Road Studios, via the company's satellite network to a Sky+ HD set-top box and domestic 3D Ready TV. Its parent company is BSkyB (LSE: BSY).
However, broadcasters are yet to agree on a common standard for filming and transmitting in 3D. For many, the cost of the equipment needed to capture and generate 3D footage is prohibitive.
In all likelihood it is gaming that will be the first area to really drive 3D content in the home. Blitz Games recently launched the first stereoscopic 3D console game, Invincible Tiger: The Legend of Han Tao for Xbox 360 and PS3. It may not be a quoted company but the makers of the devices it is played on are: Xbox is made by Microsoft and the PS3 by Sony.
Despite the challenges, I suspect there is going to be a healthy appetite among the public for special one-off events that are broadcast in 3D. Sony has signed an agreement with Fifa to capture up to 25 games from the finals in South Africa in 3D. Fans will be able to watch the games on 3D-ready televisions at home, or at special public screens in seven cities around the world, including London, using special glasses.
Hollywood is also starting to create more films for the general public in 3D in the belief that they'll be able to charge a premium for such content.
Televisions
Japanese television manufacturers Sony and Panasonic are both launching large, flat-screen high-resolution 3D TVs in Europe and the US next year, which will be supported by huge advertising campaigns.
Other players in the TV market, who already sell 3D-ready sets, include Samsung, Mitsubishi Electric, LG Electronics and Texas Instruments.
In addition, Sony is building 3D compatibility into its Blu-ray devices and other manufacturers are doing the same.
Most manufacturers working on 3D televisions use various technologies that require the viewer to wear special glasses. Only one technology currently dispenses with the need to wear such spectacles; auto-stereoscopic imaging. Philips did develop a television using this technology but unfortunately Philips' prototype, the WOWvx television cost about £9,000 and was discontinued in March.
However, this technology may be developed by another manufacturer at a more affordable price -- in which case it could be a winner.
Drawbacks
The problem with 3D in the short term is that isn't a lot of content being produced and most consumers who've recently invested in expensive high definition televisions won't want to fork out money just to watch 3D. Still, over the next few years this should change, as more 3D content will be produced.
Given the lack of visibility as to who will come off best in the 3D TV race, I reckon it's best to hold off investing until the winners and losers are easier to identify. Indeed, mass take up of this technology is at least two years away -- sufficient time to do more research, and to watch plenty of 3D TV!
More from Chris Menon:
