& cplSiteName &

ESPN: No Regrets About 3DTV Tilt

Jeff Baumgartner
LR Cable News Analysis
Jeff Baumgartner
10/26/2011
50%
50%

NEW ORLEANS -- TelcoTV 2011 -- The 3-D video market has hit a few bumps in the road early on, but ESPN has no regrets about its decision to launch a network dedicated to the eye-popping format, said ESPN VP of Strategic Business Planning and Development Bryan Burns.

You can watch the entire keynote right here:



Burns recalled ESPN's track record with another new video technology it latched onto early on, high-definition TV. He noted that some doubted ESPN's decision to go headlong into HD in 2002, when hardly anyone owned an HD set. Today, roughly 70 percent of U.S. TV homes own at least one hi-def set. Additionally, 51 million homes now have access to ESPN HD and ESPN2 HD, and the total day audience of ESPN hi-def nets has doubled over the last two years.

"We love to go first when technology allows us to serve sports fans," Burns said, confident that the adoption pattern will repeat itself with 3DTV. PricewaterhouseCoopers International , for example, forecasts that 3-D will be in 20 percent of U.S. homes by 2015.

He thinks the number of homes with 3-D-capable TVs will increase faster than HD did, noting that the cost differential between an HD set and an HD set with 3-D is "modest" -- a couple of hundred of dollars and dropping. He also likes the fact that HD set-tops already in the field can display ESPN 3D's signal without any additional equipment from the service provider.

"We do this because we love to lead," Burns said of ESPN's aggression with 3-D. "New technology seeks out sports, and with 3D it's happening again."

ESPN announced its 3-D launch plans in January 2010 and got the network off the ground about six months later with its coverage of the World Cup. It will broadcast its 164th live 3DTV telecast on Thursday when Virginia and Miami toss around the pigskin. (See ESPN Jumps Into the 3DTV Game and ESPN Sets 3D Network Launch.)

But he acknowledges that 3DTV's momentum has hit some rough patches. Providers such as AT&T Inc. (NYSE: T) have already questioned the current value of the service, but some of those challenges are occurring at the consumer point of purchase. (See AT&T Dumps ESPN 3D.)

During a recent visit to a consumer electronics store, Burns was thrilled to see that more than 20 models on the floor were 3-D-capable, but was discouraged that only one of three 3DTV demos actually worked, obviously a big issue for a "seeing is believing" technology.

And 3-D is just one piece of the "real digital transition" going on with television, Burns added. The other is TV Everywhere. ESPN is also hitting that head-on with its Watch ESPN app for PCs, mobile phones and tablets. (See ESPN Pipes Live TV to Apple Devices .)

That authenticated approach, Burns added, "reinforces the power of the TV subscription."

— Jeff Baumgartner, Site Editor, Light Reading Cable



(9)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
shygye75
50%
50%
shygye75,
User Rank: Light Sabre
12/5/2012 | 4:50:30 PM
re: ESPN: No Regrets About 3DTV Tilt


Is there a danger here in losing focus? At one end of the spectrum, the push is on to deliver video to a wide array mobile devices and notepads. At the other end, we have big-screen 3DTV. All for the same basic content. Trying to be all things to all people is going to be costly.

Jeff Baumgartner
50%
50%
Jeff Baumgartner,
User Rank: Light Beer
12/5/2012 | 4:50:30 PM
re: ESPN: No Regrets About 3DTV Tilt


I suppose the most expensive cable channel of the lot can afford to take some risks that others can't, particularly in the early portion of new games like TV Everywhere and 3DTV.  As 3DTV goes... i'm still on the fence. I've seen it in action, and it's not bad. But it's not enough for me to go out and buy a new set for that purpose, like it was with HD. However, the next time i'm in the market for a big screen, i will probably go for one that's 3D-capable. Jeff

shygye75
50%
50%
shygye75,
User Rank: Light Sabre
12/5/2012 | 4:50:29 PM
re: ESPN: No Regrets About 3DTV Tilt


We've been through these act first, think later stampedes in the media business before. I agree that ESPN can afford to dabble and take a few pioneering arrows. I just wonder what margins will be like when you have to deliver your content in a dozen or more different formats.

somedumbPM
50%
50%
somedumbPM,
User Rank: Light Beer
12/5/2012 | 4:50:28 PM
re: ESPN: No Regrets About 3DTV Tilt


Of all the people I know, there is one that enjoys watching entertainment in 3D vs 2D in its current iteration. 


Saying x% of TVs are 3D capable does not mean that the owners desire 3D content.  Many times there is not a 2D option of the same design. 


These marketing numbers remind me of Vista usage numbers.  What was the first thing everyone did with a machine they received having Vista pre-installed?  Wipe the drive and install XP of course -they were even willing to pay to do so.

paolo.franzoi
50%
50%
paolo.franzoi,
User Rank: Light Beer
12/5/2012 | 4:50:27 PM
re: ESPN: No Regrets About 3DTV Tilt


"What was the first thing everyone did with a machine they received having Vista pre-installed?"



Not true...I ran Vista with UAC turned to the max for several years.


 


seven


 

Jeff Baumgartner
50%
50%
Jeff Baumgartner,
User Rank: Light Beer
12/5/2012 | 4:50:26 PM
re: ESPN: No Regrets About 3DTV Tilt


My personal laptop still runs Vista.. .but not because i like it. I've just been too lazy to change out the OS. So not the first thing I did, but I'll get around to it. JB

Jeff Baumgartner
50%
50%
Jeff Baumgartner,
User Rank: Light Beer
12/5/2012 | 4:50:24 PM
re: ESPN: No Regrets About 3DTV Tilt


To the 3D point, I'd agree that many people aren't buying new TVs just for the 3D component... they're in the market for a new TV and might pay that premium for the 3D piece, something i might consider.  At some point in the next couple of years I'd be surprised if 3D support became a standard feature in most new TVs in the way that HD is now.  That will seed the market whether the market is really demanding it.  JB

somedumbPM
50%
50%
somedumbPM,
User Rank: Light Beer
12/5/2012 | 4:50:24 PM
re: ESPN: No Regrets About 3DTV Tilt


OK, OK I should have said everyone I know.........I guess I hang with a bunch of geeks that are known to squeeze every bit of performance out of their gear that they can!


That being said I assume that your responses to my Vista comment and lack of comment to the 3D portion means that your observations are similar.

craigleddy
50%
50%
craigleddy,
User Rank: Blogger
12/5/2012 | 4:50:22 PM
re: ESPN: No Regrets About 3DTV Tilt


Yes, CE manufacturers will seek to foist 3DTV upon you by baking it into more of their large display HDTVs, along with broadband conectivity too (smartTV). Then they can say that consumers are buying 3DTVs, but how many consumers will actually be using the feature? It can be a cool effect for certain programming, but it makes me queasy. ESPN is known to be working hard to maximize the 3DTV effect with sports -- and minimize the potential that it will make you barf!   

From The Founder
Cisco's Conrad Clemson, recently promoted to head up the company's Service Provider Apps & Platforms developments, talks to Light Reading's Founder and CEO Steve Saunders about how he's bringing cloud video, mobile and virtualization together to empower network operators.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
4.5G Evolution: Peter Zhou on Advanced MIMO Technologies & 5G Business Prep

2|25|17   |     |   (0) comments


In the process of service transformation, operators need to catch three major opportunities and start deploying in 4.5G networks, such as video, household broadband access and digital transformation of vertical industries. 5G is coming. Operators don't need to wait for it to happen but should progressively deploy 4.5G networks by introducing 5G-oriented ...
LRTV Custom TV
What WTTX Can Deliver

2|23|17   |     |   (0) comments


Mohamed Madkour explains the benefits of WTTX while Dimitris Mavrakis discusses the challenges of delivering home broadband access.
LRTV Custom TV
Huawei on Mobile Broadband

2|23|17   |     |   (0) comments


Mohamed Madkour shares his vision on MBB for the next three years.
LRTV Custom TV
Analysys Mason Talks About the Future of Digital Operations

2|23|17   |     |   (0) comments


The future of digital operations has three key aspects: 1. Highly automated operations for both service and network; 2. Highly converged BSS/OSS for business and resources; 3. Highly merged management and control for real-time cloud native operations.
LRTV Interviews
Software Trends in the Telecom Sector

2|23|17   |   03:40   |   (0) comments


Heavy Reading senior analyst James Crawshaw talks with Telecoms.com Editorial Director Scott Bicheno about trends and developments in the telecoms software sector and what to expect at MWC 2017.
LRTV Custom TV
Huawei's Pre-MWC Analyst Briefing 2017 Highlights

2|22|17   |     |   (0) comments


Huawei shares its vision for this year's MWC.
LRTV Interviews
MWC17: 5G, Cloud RAN & More

2|21|17   |   04:35   |   (0) comments


Ovum Senior Analyst Julian Bright talks to Scott Bicheno from Telecoms.com about all things MWC, including Cloud RAN, Huawei's pitch to the industry and the road to 5G.
LRTV Interviews
MWC 2017's Key 2-Letter Terms

2|20|17   |   08:29   |   (1) comment


5G, AI, VR... these are just some of the two-letter terms that will dominate show-floor chat at MWC 2017 in Barcelona, according to these two blow-hards (a.k.a. Scott Bicheno of Telecoms.com and Light Reading's Ray Le Maistre). And then there's PB...
LRTV Interviews
Key Trends for Mobile Operators in Developing Markets

2|20|17   |   06:37   |   (0) comments


Ovum's Matthew Reed talks to Scott Bicheno from Telecoms.com about the challenges and opportunities facing mobile operators in the developing markets of Africa and the Middle East.
LRTV Documentaries
YouTube Takes on Facebook Live-Streaming

2|17|17   |     |   (0) comments


Popular 'YouTubers' will be the first to get the new service on their smartphones. You have been warned.
LRTV Custom TV
Open Source NFV/SDN Automation

2|17|17   |   05:54   |   (0) comments


AT&T ECOMP (Enhanced Control, Orchestration, Management and Policy) code is transitioning into the Linux Foundation for placement into open source. In this video, Carol Wilson provides an update on the maturation of open source ECOMP and meets with industry leaders from AT&T, Bell Canada, Orange, Linux Foundation and Amdocs to discuss what this means for the ...
LRTV Documentaries
Uber & NASA Collaborate on Flying Car Project

2|16|17   |     |   (0) comments


Is Uber for real? Well, it's hired NASA engineer Mark Moore to lead the project, and he wouldn't come cheap.
Upcoming Live Events
March 21-22, 2017, The Curtis Hotel, Denver, CO
March 22, 2017, The Curtis Hotel, Denver, CO
March 22, 2017, The Curtis Hotel, Denver, CO
May 15-17, 2017, Austin Convention Center, Austin, TX
May 15, 2017, Austin Convention Center - Austin, TX
June 6, 2017, The Joule Hotel, Dallas, TX
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Uber's HR Nightmare: Company Investigates Sexual Harassment Claims
Sarah Thomas, Director, Women in Comms, 2/21/2017
Broadband Has a Problem on the Pole
Mari Silbey, Senior Editor, Cable/Video, 2/21/2017
Verizon to Start Fixed 5G Customer Trials in April
Dan Jones, Mobile Editor, 2/22/2017
Cloud Rains on HPE Earnings
Mitch Wagner, Editor, Enterprise Cloud, 2/24/2017
Verizon Fixed 5G Tests to Top 3Gbit/s?
Dan Jones, Mobile Editor, 2/23/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Light Reading founder and CEO Steve Saunders chats with Sportlogiq CEO Craig Buntin about sports data analysis.
Eyal Waldman, CEO of Mellanox Technologies, speaks to Steve Saunders, CEO of Light Reading, for an exclusive interview about the 100 GB cable challenge, cybersecurity and much more.
Animals with Phones
No One Likes This Click Here
Take a hint!
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.