3D Story So Far: No News, Good News - Simon Applebaum - MediaBizBloggers

More than a month into the era of three-dimensional television services, what do we know?

Two things for sure: First, whether it's the World Cup soccer tournament or Home Run Derby coverage on ESPN, or the programming on n3D, DirecTV's self-organized channel, most ordinary folks and TV critics like what they're watching. They get the depth perspective 3D can offer, and they conclude the pictures take them up close and personal.

Then there's what isn't circulating: lots of anecdotes about viewers going daffy with eyesight or headache issues from either the 3D presentations or the glasses used to watch them. That was the big fear going in--so many people would get eye or head problems so soon into 3D's national rollout that the general public would conclude it's not worth the trouble to get 3D/HD sets. There goes the medium, going the way of the Edsel, undermined quick by health issues.

Perhaps, because such incidents are not happening, the advocates and supporters of 3D can take a deep breath of relief. Go for it...and realize something else when you do.

Something else we're not getting yet is how many people have bought 3D sets at Best Buy and other stores since ESPN 3D opened this era in June. No one has released figures about set sales, or whether the pace of set sales has increased since that first World Cup soccer match from South Africa in 3D. DirecTV has not offered comment on how many of its customers are tuning in its three-channel 3D package, highlighted by n3D. Ditto ESPN releasing stats on World Cup or Home Run Derby 3D viewership.

In a way, you can understand the lack of stats. Initial stats on a project often signal whether expectations have been accomplished or fallen short, or raise doubts about the venture's viability in the long run. And when what's at stake here is 3D as mass attraction, matching or exceeding what high-definition services are doing, no one wants to jump the gun and risk a medium on one set of numbers.

But sooner or later, some source must disclose how 3D is making out and the implications of that. Whoever the source is, the initial disclosure must be as extensive and, taking a cue from the medium itself, full of depth. We must see the impact ESPN, DirecTV and the work of other service providers makes on set sales and viewership. We also must keep in mind that this isn't a sprint race to mass acceptance. This is a marathon. The initial stats, while important, should be held with a grain that there's a big public education process to go through and more 3D services to come.

High-definition TV came of age when the mix of education and enough programming to judge the medium's viability clicked. Let's give 3D the same opportunity to reach that point and work.

Simon Applebaum is producer/host of Tomorrow Will Be Televised, the Internet radio/podcast-distributed series covering the TV scene. The program runs live Mondays/Fridays at 3 p.m. Eastern time, noon Pacific time on www.blogtalkradio.com, with replays at www.blogtalkradio.com/simonapple04. Tomorrowis also available on podcast (details at www.sonibyte.com), and is a featured podcast on TiVo. Teachers and schools can use the program free of charge through www.ciconline.org/podcasts. Have a question or reaction? Reach out to simonapple04@yahoo.com.

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