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DisplaySearch: Price, Content Hinder 3DTV

11/08/2010 12:01:00 AM Eastern

SANTA CLARA, CALIF. — DisplaySearch released
a study of 3D TV sales showing consumer uptake
has been limited by high prices and lack of content.

The market research firm added, however,
that expectations for falling prices, increased
content availability and improvements in technology
should lead to “tremendous growth in
3D TV shipments over the next few years.”

DisplaySearch forecast 3.2 million 3D TVs
will be shipped in 2010, growing to more than
90 million in 2014.

The category is expected to grow from 2 percent
of all flat-panel TVs shipped in 2010, to 41
percent in 2014, the firm said.

“While TV manufacturers have bold plans
and a lot of new products, consumers remain
cautious,” stated Paul Gray, TV electronics research
director. “Consumers have been told
that 3D TV is the future, but there still remains a
huge price jump and little 3D content to watch.”

DisplaySearch forecasts 3D shipments in North
America will total less than 1.6 million this year.

Sales of 3D glasses also remain low in most
of the world, with most countries failing to
achieve 1:1 sales of glasses to sets.

DisplaySearch said it has increased its forecast
for 3D in later years, with an anticipated 90
million sets being shipped in 2014.

“TV manufacturers strongly believe in 3D and
are driving its cost downward, but its value to
consumers relies strongly on the availability of
quality material to watch,” Gray concluded.

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