ESPN and Discovery Communications Inc.. (DISCA.O) announced plans to launch a television network of three-dimensional (3-D). This launch reflects a growing momentum in the entertainment industry for the viewers at home.
Walt Disney Company and ESPN will launch a 3-D network in June. 3-D network will broadcast a minimum of live events in 85 sports during the first year. ESPN became the first television will broadcast the World Cup soccer match between South Africa and Mexico.
Executive Vice President of Sales and Marketing of ESPN, Sean Bratches, said: "This will be a step to encourage the application of 3-D and an opportunity for us to create value through new product offerings, as well as our advertisers who want a new sponsorship opportunity."
Discovery also has joined the Sony Corporation (6758.T) and its IMAX (IMX.TO) to launch 3-D network in the United States in 2011. This network will apply to the program of natural history, space, cruise, and adventure on film and children's programming from the three partners.
The success of an epic 3-D movie, Avatar, causing many to believe that 3-D will take over the domestic market. 3-D technology will also be exhibited at the annual Consumer Electronics Show in Las Vegas, United States, this weekend. However, the transition to adopt 3-D at home proved to be more complicated, namely the challenge to convince viewers to the spectacle can be as fun as in the cinema. Prices will also be a problem for consumers who may have just upgraded their televisions.
There are several standards efforts to launch 3-D at home. Among them, broadcasters, cable, satellite operators and electronics companies. Richard Doherty, analyst with Envisioneering Group, believes that there will be 30 homes that use 3-D until 2011. Furthermore, the user growth rate will rise by 20 percent until 2015.
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