Brother 3DTV's Traveling Salvation Show - Simon Applebaum - MediaBizBloggers

Way too early as it is to judge the mass acceptance of three-dimensional TV, it's the right time to declare that the big players in this movement are now giving the public a big showcase for their judgment.

Every TV set maker is on course to have a 3D set in the marketplace by the end of the year. Three – Samsung, Mitsubishi and Panasonic – introduced their models over the last two weeks either online or through Best Buy stores. Price-wise, the initial sets for sale are very inexpensive compared to the first high-definition TVs going public a decade ago. Then, the best HDTV you could buy came with price tags past $10,000. These initial 3D tykes, sans sleek glasses, cost $2,500-3,500.

The important news is that these sets are not turning up on Web sites or dealer showrooms unheralded. Early on, the set makers get the picture that if they want customers to place 3D in their living rooms, those customers must understand why 3D isn't a one-time or once-in-a-great-while viewing proposition. Customers must conclude that 3D alters a great chunk of what they watch TV for in a greater way.

When the public saw that HD makes any genre of programming come across better – and the content was there to back up that belief – that's when the medium took off. Had the set makers proved that point much earlier, HD would probably be in nearly every household by now.

With that clearly in mind, Panasonic used the ides of March to launch a "Touch The Future" tour in New York, Los Angeles and Chicago, featuring demonstrations of its 3D and interactive TV sets in public spaces. At each stop, visitors see a wide range of programs in 3D, not just clips from Avatarand Alice In Wonderland. That's smart. There are clips of soccer, nature and other documentary content in one station, and a chance to play a 3D auto racing game at another. Whether or not you leave convinced a 3D set is worth paying for, you'll be clear that 3D improves all kinds of programming.

When I visited the New York space the first hour of opening day, across the street from Madison Square Garden, the exhibit included a demo of DirecTV's three-channel 3D service, anticipated to launch this summer. The reaction I picked up from visitors watching with me suggests fair interest for this service. Too bad no one from DirecTV was around to jump in and pitch. Lost opportunity there.

You also appreciated the demo space devoted to interactive TV applications such as Twitter and Pandora. One problem: you couldn't play with those applications, because they weren't available to play. All you did was watch screen stills of how Twitter or Pandora looked on-screen. Same with Skype's new TV application, where you make a phone call and watch who you're talking to on the other end of the line on the set. Skype's application will not be available on Panasonic sets until June. My advice to Skype: don't wait until June for your own public showcase.

Not being able to use interactive applications at the demo was a bummer. Still, I appreciated one Panasonic guide's explanation of ITV to visitors. "We're moving more and more towards the computer experience on TV," he said to me first, and surely to others later.

Panasonic's "Touch The Future" will touch down in 15 cities (three days per city) before wrapping up April 17 in Miami. Give it a look if there's a stop in your area. Also, watch for more 3D public events in the weeks ahead from other set makers, as well as programmers forming 3D ventures. Samsung combined a press unveiling of its 3D and latest ITV models last week with a very public Black Eyed Peas concert, videotaped in 3D by Titanic/Avatar director James Cameron.

Say this about the 3D movement: they're going to give the public every chance possible to embrace it. We'll see what turns out, far sooner and certain than for HD.

Until the next time, stay well and stay tuned!

Simon Applebaum is host/producer of Tomorrow Will Be Televised, the Internet-distributed radio program 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 24/7 at www.blogtalkradio.com/simonapple04. Tomorrow also is available on podcast; details from www.sonibyte.com. Have a question or comment? Direct them to simonapple04@yahoo.com.

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