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3D TV will score with World Cup soccer

But mass take up is a long way off, say analysts

Next month’s soccer World Cup may do for 3D TV what “Avatar” did for 3D movies — but mass take-up remains beyond any visible horizon.

This is the prediction from Informa Telecoms & Media, which forecasts that more than 20 million TV homes around the world will be watching 3D TV within five years, just 1.6% of households.

North America is expected to lead the market with 9.2 million homes by 2015. Not far behind is Western Europe with 6.8 million, followed by Asia Pacific, forecast to have 4.6 million 3D TV households.

Simon Murray, principal analyst at Informa Telecoms & Media, said, “3D TV is set to increase in popularity over the next five years due a number of contributing factors — a key reason being the push from content owners, broadcasters and pay TV platforms who are keen to drive adoption as they see this as a potential growth area.

“Although the forecast figure seems quite low, the market will still be very immature by 2015, so significant opportunities exist beyond this date.”

The World Cup is an ideal platform for 3D TV, per Informa, which pointed out that tournament organizer FIFA and Sony have announced plans to show 25 matches in 3D.

“With the possible exception of the Olympics, the World Cup is the most important showcase for new broadcast technology and it could potentially do for 3D TV what ‘Avatar’ did for 3D movies,” Murray added.

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