DTG Unveils 3DTV Findings
Developments in 3DTV are being hampered by a fragmented industry approach and a lack of standards, according to a landmark consultation. Announcing the findings of the UK's first industry consultation on broadcast 3DTV, the Digital TV Group said members wanted it to assume a leading role in helping to define standards for early 3D broadcasting systems.
The consultation, which closed in April, drew responses from across the UK digital TV industry - from broadcasters and platform operators to receiver manufacturers and technology providers. 78% of respondents agreed 3DTV was an evolutionary next step for high definition TV. Several members said 3DTV was either important or very important to the strategy of their organisation.
While most members agreed that current systems were too immature for a successful market launch, 3DTV could, however, become a mass entertainment medium in the UK within three to five years, and the UK could lead the world.
All respondents said they were monitoring 3DTV developments closely, and most had allocated some level of R&D budget - though most of those that had described it as "very limited". The business case was far from being established (only two organisations agreed it had), due largely to the difficulty of forecasting consumer acceptance of an emerging technology and its potential take-up, and uncertainties over the business model.
Most members agreed HD pay-TV subscribers would pay more for 3DTV and it could represent a premium advertising proposition for commercial broadcasters. Use of the BBC licence fee to fund R&D in 3DTV was widely supported, with several members commenting on the historic role played by the corporation in helping to take forward innovations in broadcasting technology.
The DTG's consultation - conducted in association with convergent media specialist Lovelace Consulting - identified several areas of required research, including understanding the psycho-physiological effects of stereoscopy (such as eye strain, headaches and possible safety issues), and how best to produce 3D-optimised content.
Most members agreed that glasses-based (active shutter and passive polarised) solutions had the best short-term potential for a first-generation broadcast 3DTV system. At the same time, the reluctance of consumers to wear glasses was cited as a probable hurdle to take-up by most respondents.
Some members said they feared de facto, non-open standards, would result from the technology decisions made by first providers. These are likely to be pay-TV operators, keen to differentiate their platform and consumer proposition. Technology decisions made by these players may not suit the current or future needs of free-to-air broadcasters, who will require additional spectrum for 3DTV if it is not to be an exclusive pay-TV offering.
A big majority of members agreed the DTG should assume a leadership role on standards and establish a forum to help educate members and keep them informed on developments. Members said that without the DTG's involvement the industry risked further fragmentation, a standards battle, consumer confusion - and possibly no broadcast 3DTV at all.
"This historic consultation has confirmed that 3DTV is a hot topic," said Richard Lindsay-Davies, director general of the DTG. "We are at the early stages of developments that could have a profound effect on the future of television in the decade after digital switchover. Through this consultation members have expressed their concerns over uncertainties - in particular over standards - and knowledge gaps. We are actively considering how the DTG can best meet the needs of its members in these areas, and the role it should play in 3DTV, and will report to members very soon."
Key Points from the Consultation
- 3DTV is being driven by Hollywood's embrace of digital cinema (45% of respondents spontaneously cited this as a reason) and the prospect of cost-effective home delivery solutions (28%)
- It is regarded as important or very important to the strategies of 50% of respondents, and an evolutionary next step for HDTV (with 78% agreeing)
- Though prototype technologies exist, most (81%) agree that current systems are too immature for a successful market launch. 3DTV could, however, become a mass entertainment medium in the UK within three to five years (56% stating a timeframe), and the UK could lead the world (70%)
- Most members (85%) have allocated some level of R&D budget, with most of them (64%) describing it as "very limited funding"
- The business case is far from being established (only 14% agreed it had), largely due to the difficulty of forecasting consumer acceptance of an emerging technology and its potential take-up (54%), and uncertainties over the business model
- Most members (73%) agreed HD pay-TV subscribers would pay more for 3DTV; a smaller majority (55%) agreed 3DTV could represent a premium advertising proposition for commercial broadcasters
- Members are discussing developments in industry bodies (50%) and standards bodies (50%); some (22%) have launched prototype products, systems and/ or services
- Use of the BBC licence fee to fund R&D in 3DTV is widely supported (73%); several members commented on the historic role played by the BBC in helping to take forward innovations in broadcasting technology
Many Uncertainties and Knowledge Gaps Exist
- Chief among these are issues around standards (spontaneously mentioned by 50%), as well as how to manage its introduction (36%) and produce 3D-optimised content (21%)
- The biggest (69%) area of required additional research is understanding the psychophysiological effects of stereoscopy (such as eye strain, headaches and possible safety issues)
- While glasses-based (active shutter and passive polarised) systems are regarded as having the best short-term potential for a 1G 3DTV system (80% agreeing), the reluctance of consumers to wear glasses was cited as a probable hurdle to take-up (72%)
- The potential introduction of 3D Blu-ray movies is regarded as a significant step by many members (72%) as it could stimulate consumer interest in broadcast 3DTV and help establish a path to standardisation
- While most (69%) members supported some form of consumer labelling (such as '3D-Ready') on equipment, several made clear the need to avoid misunderstanding and confusion caused in the market by early HD-Ready labelling
- Backwards compatibility with 2D HD is regarded as important or very important by many (60%) members; in this camp are players that believe 3DTV should be introduced as an optional enhancement to HD, with simulcast services. An alternative camp regards 3DTV as such a different viewing experience that simulcasting would not be appropriate, or possible, due to bandwidth
- Some members fear de facto, non-open standards, for 1G broadcast 3DTV will result from the technology decisions made by first providers. These are likely to be pay-TV operators, keen to differentiate their platform and consumer proposition. Technology decisions made by these players may not suit the current or future needs of free-to-air broadcasters
- Free-to-air broadcasters will require additional spectrum for 3DTV if it is not to be an exclusive pay-TV offering; this reopens the debate on spectrum allocation for DTT, bringing 3DTV into the public policy arena
Members are Looking to the DTG to Assume a Leadership Role
- Mostly on standards (75%), establishing a 3DTV forum to discuss and monitor developments (50%)
- That role needs to evolve to include: educating members via the DTG website, seminars and conferences (64%); creating a '3D Book' (36%); establishing the world's first 3DTV quality benchmarks (9%)
- Without the DTG's involvement the industry risks further fragmentation (43%); consumer confusion (29%); a standards battle (29%); and possibly no broadcast 3DTV at all (14%)
Source: TVB Europe