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3DTV To Reach 40% Of U.S. Homes By 2015

8/19/2010 04:33:16 PM Eastern
Austin, Texas - Approximately 40 percent of U.S. households will have a 3D TV set by the end of 2014, according to a new study from IMS Research.

The firm forecast 3D TV penetration to be much higher in the U.S., adding that worldwide penetration will only reach about 9 percent over the same period.

Meanwhile, surveys of TV producers and service providers around the world found most waiting for penetration rates of 3D TVs to increase further before ramping up 3D TV production.

IMS said by the end of 2010, more than 50 broadcasters and pay-TV operators will be offering 3D services to the home.

But, similar to theatrical 3D film releases, production of 3D content specifically for home consumption will see a significant increase over the next few years.

Anna Hunt, IMS principal analyst, said: "Although right now there are only a few select operators and networks that have the resources to create and deliver a compelling 3D offering, most leading service providers and broadcasters around the world are considering how to enhance their premium offerings by incorporating 3D."

A survey of broadcasters and operators published in the study 3D Video & Gaming in the Home revealed that 75 percent of the companies surveyed plan to test or offer 3D over the next 18 months, out of which 20 percent have already launched 3D in some capacity.

Hunt added, "Increased adoption of 3D TV sets into homes will further propel investment in 3D content production. Currently, low penetration of 3D-capable displays in consumers' homes is a leading concern of surveyed service providers, followed by lack of standardized 3D formats."
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