U.S. 3DTV Shipments Reach 655,000 Through September
November 4, 2010
WASHINGTON: A total of 655,000 3DTV sets shipped in the
United States through September, according to figures from the Consumer
Electronics Association. That leaves just three months to ship half again as
many sets to bring the total to 1.05 million, the CEA’s forecast for the year.
But that’s entirely realistic, a spokeswoman said. The majority of TV sets
traditionally sell in the fourth quarter as the holidays approach.
“We could potentially see as many sold in the fourth quarter as we have seen
year-to-date,” she said.
Forecasts for 3DTV adoption have varied, but one thing pretty much
agreed-upon is that there aren’t that many sets in homes. The first 3DTVs hit
the market just eight months ago, and require the use of shutter glasses to
view 3D content. The glasses, along with the early premium price points, have
put people off of the first wave of 3DTVs. A full 65 percent of people in a
recent Zagat survey said they had no interest in adopting 3D for the home.
None of which is dissuading ESPN, however. The sports franchise launched the
first 24/7 3D channel in June, and created its own viewer pool to get audience
“3D is a very nascent technology,” said ESPN’s Artie Bulgren. “It’s hard to
find where these users are.” Consequently, ESPN invited participants into the Disney
Media and Ad Lab in Austin, Texas, during the 2010 World Cup to watch the games
in 3D. (
See, “ESPN Finds 3D
Increases Viewer Engagement.”)
ESPN is also scheduling with an eye toward increased set sales during the
“By then end of this month, will have produced a dozen college basketball
games” in 3D, said ESPN’s Bryan Burns. “We know a majority of TV sets are sold
this time of year. That’s not lost on us.”
- Deborah D. McAdams