Brian Lenz, Director of Product Design and TV Product Development at BSkyB, told the 3DTV World Forum last week that it was much more challenging to create the business case for digital TV and then HDTV than it is for 3DTV before deciding: “Will 3D be the next big innovation that radically alters television? I think there are reasons to believe that could be the case.”
Referring to the reaction of consumers to early Sky 3D broadcasts, Lenz said: “Every time we put this in front of people they are excited and want more. We do not need to convince them. HD was a harder sell because some people cannot see the difference between SD and HD but 3DTV is immediately obvious to them.”
Responding to questions, Lenz said that for BSkyB, 3D success would mean repeating the kind of uptake witnessed for its Sky+ PVR and HD services and, before those, its introduction of digital TV. “This is just the beginning. Success for us would mean that in 2-3 years time consumers are clamouring for more channels and there is enough content available to expand the offering,” he said.
Lenz said the time was finally right for 3DTV. The big changes since previous industry attempts to introduce 3D television have been the transition to digital, including file based storage and editing, plus high quality camera rigs. These have removed many of the difficulties witnessed before.
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