Panasonic Europe’s chairman and chief executive has predicted 2011 will be the year that 3D TV lives up to its potential and gains truly mass-market appeal.
Laurent Abadie noted an increasing amount of 3D content has become available over the past 12 months and new broadcast channels have been launched, paving the way for a surge in take-up of the innovation.
“It is clear that 2011 is the year this revolutionary technology will become mainstream,” he commented.
Mr Abadie’s remarks echo the findings of recent research from IHS iSuppli, which claimed 23.4 million 3D TVs will be shipped worldwide by the end of the year – up 463 per cent on the total sold throughout 2010.
Triple-digit growth will also be seen in 2012, iSuppli said, with sales of 3D sets expected to pass the 100 million mark by 2014.
According to the analyst, this rapid rise in uptake can be attributed to three main factors – new and improved promotional strategies, falling hardware costs and the availability of more programmes in 3D.
The company said sports-related events have proven especially popular with 3D subscribers, while demand has also been high for documentaries, films and primetime entertainment.
In order to ensure there is sufficient high-quality content to persuade viewers to make the switch to 3D, Panasonic has announced a partnership with Eurosport and other broadcasters across the world.
The first fruits of this link-up have already been announced, with the electronics giant and Eurosport revealing they will air the 2011 French Open tennis championship from Roland Garros in 3D.
Explaining the move, Mr Abadie said: “The French Tennis Open is a perfect example of how these partnerships can work to deliver exceptional content.
“We are the official suppliers for the tournament and our end-to-end 3D product suite will be showcased, from our 3D broadcast products to our state-of-the-art 3D Viera screens.”
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