Comcast Aims to Deliver ‘More 3D' than Competitors

While satellite-TV provider DirecTV garners widespread attention for its plan to deliver 3D channels and programming in the summer of 2010, Comcast has been offering such content since 2008 and currently offers anaglyph versions of the movie The Final Destination as part of a larger effort to become the biggest 3D-programming provider.

"Our plan this year is to have a persistent 3D offering," noted Comcast senior vice president and general manager of video services Derek Harrar in an interview with HD Update. "Much like we did in high-def, it will start relatively thin and then, much like high-def, we will have more 3D content than anyone else as it becomes available."

Unlike DirecTV, Harrar also stressed Comcast has considerable experience with the technology. After first testing 3D with Hannah Montana: The Movie in 2008, the MSO has subsequently offered such films as My Bloody Valentine, Jonas Brothers: The 3D Concert Experience and Coraline in the anaglyph 3D format.

This January it began offering The Final Destination on demand in four versions -- standard definition, HDTV, standard-definition 3D and high-definition 3D. The MSO is not charging extra for the 3D versions and is offering glasses for free at payment and mall locations. The HD and the high-definition 3D versions cost $1 more than standard def orders, however.

Harrar pointed to that experience when asked about DirecTV's plans. "We love it when DirecTV is trying to follow us into a new space," Harrar said. "They have launched vapor; they have not launched anything. They just said they are going to be launching 3D. We've had 3D" since 2008.

There are a number of different 3D formats that offer various levels of resolution and effects. These range from the more primitive anaglyph format that be viewed on any set with compatible 3D glasses to the most advanced formats, which use separate high-definition 1080p streams for each eye.

DirecTV has not discussed the specific technologies it will be using to deliver 3D content into the home, though it will almost certainly be using one of the intermediate "frame compatible" formats. These formats carry the signals for left and right eyes that create a 3D image inside a single HD stream. Frame-compatible formats can be delivered into homes equipped with 3D sets and newer HD boxes without major changes in the existing infrastructure.

Harrar noted that Comcast started with the anaglyph formats because the technology "works today on every TV in every living room. If you want to get a taste of what you read about at [the Consumer Electronics Show], we have it available today on the equipment our customers have."

The MSO does have plans to offer more advanced formats that offer a richer 3D experience, Harrar said. "We've tested it [frame-compatible formats] and they work fine on our plant."

Comcast Media Center provided the signals for the CableLabs' demonstration of 3D content over existing cable plant at this fall's Society of Cable Telecommunications Engineers Cable-Tec Expo.

While Harrar declined to offer a specific timetable, he expects the MSO to begin offering frame-compatible 3D content into the home this year.

"We are already tinkering with it and we've had discussions with different players about launching channels," Harrar said. "To make a long story short, we think there is a segment here and we think it is worth spending some resources on it. We've been really driving 3D from its very beginning and we are going to keep going."

Harrar also noted that their experience with the less advanced anaglyph 3D formats will be helpful as the emerging technology develops. "It gives us some real usage and some education on what consumers want in this space," Harrar said.

While the usage of their initial 3D on demand offering is small compared to their overall on demand platform, some early stats have demonstrated consumer interest. Harrar noted that 3D accounted for about 65% of the HD buys for My Bloody Valentine.

The company's early 3D offerings have also helped establish it as a 3D content provider, which could provide a competitive advantage, he noted. Respondents to a recent online survey of 1,000 HDTV owners by Quixell Research of 1,000 HDTV ranked Comcast among the top-three trusted 3D brands, Harrar noted.

"We're very happy to be named up there with Sony and Samsung and we think that gives us some real momentum in the 3D space," he said.

By George Winslow, Multichannel