Why Read This
3D-enabled TVs are in stores now, with manufacturers betting heavily that 3D will be a reason for consumers to upgrade their primary set. Audiences are starting to take an interest in 3D content, but any strategy built only on the promotion of high-end 3D movies and TV will falter: The pipeline of such content is just not big enough. The future of 3D as a technology that consumers embrace therefore depends on other use cases and applications beyond traditional premium video content. Gaming, user-generated video, and the promotion of live "events" (including plays and concerts as well as sports) are among the opportunities we see to attract consumers in the near term.