More cold water was splashed Thursday on the potential for any mass — even mild — consumer adoption of 3D TV anytime soon. Discovery CEO David Zaslav, whose company launched a 24/7 network in the format several months ago, offered a decidedly bearish tone when speaking about prospective adoption rates.
“3D candidly has been slower than we expected,” he said on an earnings call. …
Speaking perhaps in a global context, Zaslav said: “There are a number of markets where distributors feel like they need to hedge. Even though the consumer demand is not significant yet, from a brand perspective, it’s important for them to have 3D or be a leader in 3D. So the fact that we have it is important. The market demand has not developed yet.” …
Still, Zaslav said “the good news” for Discovery is with the February launch of 3net, it has a beachhead, leading to a growing library of content and opportunity for learning. A first-mover approach worked well with HD, he said, as Discovery moved quickly to launch seven HD channels. …
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