& 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
Kicking off BCE 2017, Light Reading founder Steve Saunders lays blame for NFV's slow ramp-up and urges telecom to return to old-fashioned standards building and interoperability.
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.
Women in Comms Introduction Videos
Cisco: Mentoring Critical to Attract & Retain Women

7|19|17   |   6:40   |   (1) comment


Liz Centoni, senior vice president and general manager of Cisco's Computing System Product Group, shares why mentoring in all its forms is important for women and what Cisco is doing that's made a difference for women in tech.
LRTV Custom TV
Gigabit LTE With Snapdragon 835

7|12|17   |     |   (1) comment


At an event in Wembley stadium, EE used its live network to demonstrate gigabit LTE using a Sony Xperia XZ Premium smartphone with a Qualcomm Snapdragon 835 chip.
LRTV Custom TV
Implementing Machine Intelligence With Guavus

7|12|17   |     |   (0) comments


Guavus unites big data and machine intelligence, enabling many of the the largest service providers in the world to save money and drive measureable revenue. Learn how applying Machine Intelligence substantially reduces operational costs and in many cases can eliminate subscriber impact, meaning a better subscriber experience and higher NPS.
LRTV Custom TV
Unlocking Customer Experience Insights With Machine Intelligence

7|12|17   |     |   (0) comments


When used to analyze operational data and to drive operational decisions, machine intelligence reduces the number of tasks which require human intervention. Guavus invested in Machine Intelligence early. Learn about the difference between Machine Learning and Machine Intelligence.
Women in Comms Introduction Videos
Verizon VP Talks Network, Career Planning

7|12|17   |   4:49   |   (0) comments


Heidi Hemmer, vice president of Technology, Strategy & Planning at Verizon, shares how bold bets and the future of tech define her career.
Telecom Innovators Video Showcase
Masergy's NFV Journey

7|11|17   |     |   (0) comments


Ray Watson, vice president of global technology at Masergy, discusses the advantages and challenges in entering the still-maturing NFV market for the past three years.
Telecom Innovators Video Showcase
Mavenir on RCS Cloud Platform & Multi-ID

7|10|17   |     |   (0) comments


Guillaume Le Mener, head of marketing and corporate development at Mavenir, discussed RCS and the recent launch of Multi-ID, which supports T-Mobile's DIGITS, the revolutionary new technology that breaks down the limitation of one number per phone and one phone per number.
LRTV Custom TV
ADTRAN Executive Outlines Trends in Next-Generation 10-Gigabit Cable Networks

7|10|17   |     |   (0) comments


Hossam Salib, VP of Cable and Wireless Strategy at ADTRAN, outlines key trends as MSOs begin to deploy next-generation Gigabit and 10-Gigabit cable networks. In the interview, Hossam outlines the advantages of a Fiber Deep architecture, FTTH options including EPON and RFoG, and the importance of SDN and NFV in building next-generation high-bandwidth cable networks.
LRTV Interviews
Global Capacity: Bandwidth Demand Driving Ethernet Growth

7|6|17   |   6:37   |   (0) comments


At Light Reading's Big Communications Event in Austin, Texas, Global Capacity's VP of Marketing Mary Stanhope talks about how the demand for bandwidth is changing the way service providers deliver broadband services.
LRTV Interviews
Colt's Services Chief on Digital Delivery

7|5|17   |   16:12   |   (0) comments


Rogier Bronsgeest, the chief customer experience officer (chief CEO!) at Colt, discusses the way in which the service provider interacts with its customers these days and his aggressive net promoter score (NPS) targets.
Women in Comms Introduction Videos
BT VP: Women Should Fill Security Talent Gap

7|5|17   |   6:00   |   (2) comments


By 2020 there will be six security jobs for every qualified worker, and Kate Kuehn, vice president of Security for BT in the Americas, says BT wants to encourage women to fill the shortage in jobs.
LRTV Interviews
Colt Sales Exec on Services Trends

7|4|17   |   12:59   |   (0) comments


Colt's sales director for enterprise, James Kershaw, sheds some light on the services currently in demand and how network upgrades are influencing customer demand.
Upcoming Live Events
September 28, 2017, Denver, CO
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
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
Mobile to Power Online Video Consumption – Zenith
Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation, 7/19/2017
Can Mushroom Sprout in Crowded SD-WAN Field?
Carol Wilson, Editor-at-large, 7/18/2017
AI Will Be Ubiquitous in 2020 but Overhyped in 2017 – Gartner
Sarah Thomas, Director, Women in Comms, 7/18/2017
Facing the Facebook Video Threat
Gary Miles, Chief Marketing Officer, Amdocs, 7/17/2017
Brocade, Broadcom Merger in Doubt
Iain Morris, News Editor, 7/19/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Following a recent board meeting, the New IP Agency (NIA) has a new strategy to help accelerate the adoption of NFV capabilities, explains the Agency's Founder and Secretary, Steve Saunders.
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
Animals with Phones
Fuzzy Quick Fix Click Here
If you can't access it, is it really broken?
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.