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Consumers warm to idea of 3-D TV in the home, report says

Production of 3-D presentations of major sporting events and theatrical releases over the past 18 months has gained some momentum, but will viewers bring the 3-D experience into their homes and, in the process, launch a significant new trend in home entertainment?

Results of a study released last month by the Consumer Electronics Association and the Entertainment and Technology Center at the University of Southern California suggest that’s possible. The study, “3-D TV: Where Are We Now and Where Are Consumers,” found that 26 million U.S. households are interested in having a 3-D entertainment experience in their homes.

More than half of U.S. adults said having to wear special 3-D glasses or having to hold their heads still to enjoy 3-D TV would not dissuade them from buying a 3-D set for their homes, the study said.

According to the study, despite the general condition of the economy, many consumers who expressed interest in 3-D said they would be willing to pay more for a television capable of displaying 3-D content. Fifteen percent said they would spend about $250 or more for a 3-D TV.

As with other video technologies, availability of content that takes advantage of the format is critical to winning viewer support. Having access to 3-D content via cable, satellite, fiber optics or over-the-air broadcast would positively impact about 30 percent of U.S. adults as they make up their minds about buying a 3-D-capable television, the survey found.

Phil Kurz is a contributing editor to TV Tech. He has written about TV and video technology for more than 30 years and served as editor of three leading industry magazines. He earned a Bachelor of Journalism and a Master’s Degree in Journalism from the University of Missouri-Columbia School of Journalism.