Introduced last year, 3-D TVs fell short of forecasts with less than 1.6 million shipped in North America, according to DisplaySearch. The market research firm forecasts more than 6 million 3-D sets will be shipped this year in North America, rising to more than 29 million in 2014.
“Over the past several months, I’d say 75 percent to 80 percent of the televisions that we have sold have been 3-D-capable,” said Sean Oberschlake, sales manager at Audio Etc. in Washington Twp.
At least 40 percent of recent TVs sales at area Morris Home Furnishing stores were 3-D, said Ed Robinette, electronics merchandising director for the Fairborn-based retailer.
“I think that there are more compelling reasons for people to get a 3-D TV this year, ranging from lower price to a wider assortment of content,” said Jim Willcox, senior editor of Consumer Reports.
However, the new technology is not for everyone.
According to the American Optometric Association, some 3 million to 9 million people have problems with binocular vision prohibiting them from watching 3-D TV and movies. People who suffer from 3-D vision complications most often experience headaches (13 percent), blurred vision (12 percent), and dizziness (11 percent).
Television manufacturers “recommend taking a break every so often” from watching 3-D content, Oberschlake said.
3-D experience
3-D-capable televisions function like standard high-definition TVs with regular programs, but shift into 3-D mode when they detect a 3-D signal.
“We really look at 3-D as a feature on a TV; it’s not a new kind of TV,” Willcox said.
The appeal of 3-D is “more about the depth and dimension than it is maybe stuff flying at you,” Oberschlake said. Many people are initially confused by 3-D, “but once they see how simple it is and how it actually works, at that point they are sold on it,” he said.
Because it requires fast displays, manufacturers are adding 3-D technology to their most expensive models. Prices for 3-D-capable TVs typically range from $1,000 to $5,000.
“The 3-D models also are extremely good 2-D models,” Robinette said. “They are generally the top two or three models in the lineup from the manufacturers.”
Prices should continue to drop as the technology becomes more widely adopted.
“Like most TV features, every year that feature becomes less expensive,” Willcox said.
‘Active’ vs. ‘passive’ 3-D
In an attempt to attract more consumers to the technology, the television industry this year will introduce a more consumer-friendly type of 3-D TV and increase the availability of 3-D content.
Several manufacturers in January announced new “passive” 3-D TVs that use lightweight, inexpensive polarized glasses like those found in 3-D movie theaters. In contrast, “active” 3-D TVs use battery-operated active-shutter glasses that turn on and off rapidly so each eye receives its own separate image.
Passive TV glasses cost $10 to $30 each, compared to as much as $150 each for active-shutter glasses. “To outfit a whole family (with active-shutter glasses) could be another $600 to $750,” Willcox said.
The trade-off for consumers extends beyond the price of glasses. Active 3-D TVs offer full 1080p resolution, better viewing angles and lower prices compared to passive models.
“It looks like the active 3-D is going to be positioned as the step-up product for those people who care about absolute 3-D picture quality,” Willcox said. “Passive is more like 3-D for the masses, where the glasses are going to be the big issue for these people.”
Both active and passive 3-D TVs will accept the same 3-D content, so a format war appears unlikely. Most retailers will carry both styles, Willcox said.
More 3-D content
Television service providers are adding 3-D channels to meet rising customer demand for 3-D content.
Time Warner Cable Southwest Ohio recently launched a 3-D digital tier and also offers on-demand 3-D movies and specials.
“The people that really want that immersive experience, that have the 3-D home theater, they are going to want content,” said Mike Pedelty, Time Warner Cable Southwest Ohio spokesman. “It’s going to be our responsibility as the leading provider in this area to make sure we’re providing content that meets their needs.”
A number of other providers and networks are looking to do the same.
DirecTV plans to expand the offerings on its full-time 3-D channel, n3-D. The ESPN 3-D channel will move to round-the-clock 3-D broadcasts starting Feb. 14. Discovery in May will launch a full-time 3-D channel, 3Net, in conjunction with Sony and IMAX.
Buying to a 3-D TV also means upgrading to a 3-D Blu-ray player to watch 3-D movies.
“We expect anywhere from 70 to 80 3-D Blu-ray movies to be released this year,” Willcox said.
You should be able to keep your cable or satellite set-top box because service providers are squeezing 3-D into their existing HD infrastructure.
No reason to rush
Consumers looking for a new television should consider a 3-D-enabled TV “because it’s a way of future-proofing your purchase,” Willcox said. Otherwise, there is no reason to rush into the 3-D TV market, he said.
Several manufacturers should have passive 3-D TV models on the market by summer, allowing consumers to compare the active and passive technologies side by side in terms of performance.
“This is an industry that tends to reward procrastinators with lower prices, and sometimes better products or more fully featured products,” Willcox said.
Contact this reporter at (937) 225-2419 or dlarsen@DaytonDailyNews.com.
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