CES shows the future of TV and it’s in 3D

21 January 2010 | By Angel Gambino

When I arrived late at LAX on my delayed flight, I knew a nightmare would ensue. Trying to find a last-minute flight to Las Vegas in the days leading up to the Consumer Electronics Show, the US’s largest trade show, is like trying to get Glastonbury tickets before the rise of secondary ticket resellers. But my standby flight became my first CES meeting. I sat next to Sony Electronics’ agency head and generated my first lead.

After arriving in Vegas, I was astonished by the length of the queue for taxis. While I waited, I saw lots of familiar faces among the hundreds whose jaws dropped as they observed the scale of CES. Some 120,000 attendees provided a sense of economic optimism.

I’ve attended CES for many years, representing start-ups and big media brands. This was the first year when one theme so clearly dominated the event, as we were immersed in 3D TV. Over 330 exhibitors showcased a variety of products primarily evangelising 3D and internet-enabled TVs. There were a number of new e-readers and even more excitement around various tablets, but 3D TV was on the main stage.

The first 3D TVs are likely to arrive in US shops in the spring, when consumers will decide whether the unfinished models on display at CES are worth the investment. It’s hard to predict how big this will be since only Vizio appeared to mention pricing, although the rumour is that prices will be in line with current models in the market.

I remember when someone first explained to me what 3D audio was. I couldn’t imagine how fantastic it would sound until I experienced it. If you’re finding it hard to imagine what 3D TV is like, then recall your first 3D film. The good news is that the glasses are much more aesthetically pleasing these days. Maybe you’re frustrated that the HD flatscreen you got at Christmas is already out of date. Mitsubishi is one company offering an adapter box that can convert existing models to work with 3D. However, if you’re still waiting to upgrade your bulky CRT, rest assured that you can watch normal and HDTV on 3D sets.

I expect that most people won’t rush to buy a 3D TV until there’s more 3D content. In a world where content has largely become commoditised, perhaps 3D is the new premium. I can imagine sports, games and films in 3D working well, but I don’t foresee a proliferation of 3D TV channels any time soon. DirectTV is expected to launch first in June in the US. There are also lots of people who can’t see 3D. I remember the ‘magic eye’ artwork that was everywhere in the early 1990s and people insisting there was an image within the artwork. I thought for a long time they were teasing me, until I gave in to blind faith that maybe the images really did exist for some. Right now, I can’t see any 3D content because it simply doesn’t exist. But I hope the new decade will offer a sustainable new income stream for content creators.

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