US: First 3D channel goes to air
Jun 12
The first dedicated 3D TV channel in the world went to air today, with the launch of ESPN 3D in the US.
The channel devoted to 3D sports coverage kicked off tonight with coverage of the FIFA World Cup, with South Africa versus Mexico as the first match.
The channel was first announced back in January, as previously reported in TSR. ESPN’s Bryan Burns claimed at the time that sports would drive the transition to 3D, just as it did with HDTV years ago.
Despite the scarcity of 3D content at the moment, Panasonic, Samsung and other companies are already selling 3D HD TV sets. Burns has stated that ESPN wants to be at the forefront of the movement to 3D.
The channel will not be airing any reruns initially, which means that the channel will not air any program at all when there is no 3D event. The channel will be boosted by advertising, with ESPN also stating that in order for the best consumer experience, their 3D channel would be only accepting advertisements created originally in 3D.
Ed Erhardt, the president for ESPN Customer Marketing and Sales, said in a statement:
“The 3D advertising opportunity and marketplace is at the beginning so we are very excited to have three marquee advertisers on board.
“We have interest from several of our clients to include ESPN 3D in their packages and we will do everything we can to accommodate them.”
DirecTV and Comcast are current operators that are airing ESPN 3D. AT&T also announced two days ago that ESPN 3D would be made available in its U-verse lineup. AT&T’s president of content, Dan York, stated:
“With ESPN 3D, U-verse TV customers can experience the highly anticipated 2010 FIFA World Cup for the first time ever in exciting 3D, and we’re looking forward to delivering more ESPN 3D coverage throughout the year.”
ESPN 3D plans to air 25 world cup matches over the next month, which will include the finals which air on July 11. Other events which the 3D channel plans to air include the Major League Baseball Home Run Derby, the ACC Championship and the BCS National Championship games in college football.
Related articles:
- Blackley proposes a joint 3D channel
- US: ESPN, Discovery to launch ‘first 3D TV networks’
- NRL to put 3D technology to the test
- SBS names World Cup sponsors
- Delay in anti-siphoning review halts AFL rights negotiations
Swanny June 12th 2010