Another dimension

As consumer fads go, 3d television has had more than its fair share of opportunities. In the 1950s, a spate of 3d movies appeared in the US, conjuring an enduring image of cinema audiences wearing the trademark red and green glasses. Such was the popularity of the experimental format that even Alfred Hitchcock jumped on the bandwagon, filming Dial M For Murder in 3d – although budgetary constraints saw its eventual release in standard 2d format. 3d was everywhere. But, like so many other fads, once it was deemed passé, it fell by the wayside. Turn the clock forward to 2009 and 3d is making a dramatic comeback backed up by industry support, huge investments, standardisation forums and 21st Century technology. Many of the big names are citing 2009 as the year 3d finally stays for good. Panasonic, for example, has already called for a stereo 3d high definition tv standard, allowing anyone a fair crack of the whip. The company has even approached Hollywood studios to discuss content. Meanwhile, researchers at Sky TV have been labouring away quietly on their own technology. The plan, according to Brian Lenz, head of product design, is to test the waters of the market place and prepare suitable programming. “Our prime concern is now content,” he explained. “With the technology already there, everything else is falling into place. We can create a rich 3d televisual experience and we already know of 40 or 50 movies in the pipeline – but we need to monitor what is produced.” What’s different about Sky’s approach to 3d tv is that the cost to the viewer will be kept to a bare minimum. No bolt ons – just 3d tv being transmitted to existing Sky+ HD set top boxes and into the homes of millions. Well – almost. The format necessitates a compatible tv such as Hyundai’s 46in HD 3d television, potentially costing viewers in excess of £2500. “Our main focus at the moment is to see whether this is a viable business model,” Lenz cautioned. “We are merely transmitting 3d data, so viewers are free to buy any television they want.” Sky is in the fortunate position that there will be plenty of manufacturers willing to jump on the bandwagon. “We may add extra channels,” added Lenz, “or broadcast as a pay for view channel.”