On January 1 this year, China's first 3D TV channel, China's 3D experimental channel, began trial broadcasting. However, the rapid development of 3D TV is still restricted by the content, transmission technology, reception technology, consumer interest and price factors. At present, the development of 3D TV in the United States, Japan and other countries is not ideal. In China, 3D TV is the future development trend, but there is still a long way to go.

On January 1, 2012, China's first 3D TV channel was launched, which means that consumers can watch 3D programs as long as they sit at home. From CRT tube TV to flat panel TV to 3D TV, the development of TV is advancing by leaps and bounds. However, can the launch of 3D TV channel promote 3D TV to become a home standard?

3D TV is not ideal in the US and Japan market

First of all, let's take a look at the development of 3D TV abroad.

It is understood that in the past two years, the United States, Japan and Europe have increased investment in 3D industry, and some countries have launched 3D channels.

As early as during the 2010 World Cup in South Africa, espn3d channel of the United States broadcast 25 of the games live, which is the world's first 3D TV channel. The U.S. discovery channel, together with Sony and IMAX, launched a 24-hour 3D channel last year. However, according to Nias, only 3% of the U.S. respondents said they would definitely buy 3D TV within one year.

It is understood that Japan also opened a special world cup 3D channel in 2010 to provide Japanese families with 3DTV live broadcast of 25 football matches in South Africa. However, 3D TV has not been vigorously developed in Japan.

At present, there is no 3D TV channel in Japan's Kaidao TV. There is a satellite channel with some 3D programs, but they are not mainstream channels. They are paid channels on satellite programs, so their influence is not particularly great, and their broadcast time is not particularly long. At the same time, it is necessary to wear glasses to watch 3D TV through 3D channel. There are arguments in Japanese society about whether this way is good or not. Some people say that wearing 3D glasses is bad for children's eyes, so Japan has not made great efforts to develop this way. But they are studying. Now the government is developing 3D without glasses. It just needs time.

However, at the corporate level, Toshiba has developed the world's first large-size 3D naked eye TV. At IFA consumer electronics Expo in Berlin, Germany in September 2011, Toshiba released the world's first large-size 3D naked eye TV, with a size of 55 inches.

As for the launch of 3D naked eye TV, another Japanese 3D TV manufacturer, Sony CEO Howard Stringer, stressed: "if the naked eye 3D effect can be as perfect as high-end glasses, Sony will do it. Now, of course, it can be pushed, but the timing is a problem. " It is understood that Sony has always been a leader in the 3D TV market, and its 3D product coverage in all production lines has reached more than 50%. But watching 3D TV requires special glasses, which makes some consumers shy away from 3D TV.

Five "Curse" of 3D TV Development

Industry insiders pointed out that at present, the development of 3D TV is restricted by five factors.

The first is the ability of cable companies to provide technology. For example, whether 3D TV programs can be better delivered to the audience in front of the TV.

The second is the production capacity of program production companies, that is, how many programs can be produced with 3D technology. At present, the more suitable 3D program content mainly focuses on science fiction movies and football matches, and whether other content is suitable for 3D shooting remains to be studied.

The third is consumers' interest in watching 3D programs, that is, how many audiences are willing to watch 3D programs. If the audience rating is too low, the advertising revenue will be affected, and the channel broadcast will eventually die.

Fourth, the price of 3D TV is also an important factor restricting the development of 3D TV in the future. In the U.S. market, according to the prediction of exploration company, in the next two years or so, 5 million of 100 million households in the U.S. will use 3D TV. In 5-10 years, this digital entertainment technology is expected to be more widely popularized, and the high price of 3D TV is an important reason for consumers' hesitation. For consumers, after all, they need to upgrade their TV sets to meet the technical requirements of watching 3D programs. Although many TV manufacturers have included 3D features in their new products, the number of consumers who can accept the higher end price range is still relatively small. At present, the highest price of 3D TV in the United States is about $4000, which is worth $1000 of course Small TV screens with 3D features are gradually coming out, but it also depends on whether consumers are willing to follow the trend.

Fifth, you have to wear 3D glasses to watch 3D, which also increases the popularity of 3D TV. Qin Yuming, director of the practical teaching center of the school of television and journalism, Communication University of China, believes that the realization of naked eye 3D is the bottleneck that must be solved in the development of 3D TV. "A key point in the future development of 3D TV is how to realize naked 3D. It is difficult to imagine that TV viewers need to wear glasses when watching TV."

The market of 3D TV far exceeds the demand of users needs to be cultivated

As for the future development trend of 3D TV in China, Qin Yuming, director of the practical teaching center of School of television and journalism, Communication University of China, further pointed out that the development of 3D TV in our country is still in a relatively front-end position. To sum up, 3D TV must be the future development trend. This development trend may require the maturity of various conditions. To some extent, we can promote the maturity of external conditions by launching 3D TV channel first. This is a very good measure and method, or to some extent, it can also help our country to occupy a better viewing position in the world in the future development of 3D TV.

However, Zhang Bing, research director of DisplaySearch in China, a famous research institution, believes that from the current development point of view, the development of domestic 3D TV has far exceeded the demand of domestic consumers.

Wearing 3D glasses to watch 3D TV can be said to change the consumer behavior of the audience. However, it is difficult to change consumer behavior through research and analysis. On the one hand, it takes time, on the other hand, it depends on whether your product can really bring earth shaking changes to consumers. If the price of your product is equal to or slightly increased from the current mainstream product price, consumers can accept it. But if the hardware is far ahead of consumer demand, and can not bring earth shaking changes, then it is generally difficult for consumers to pay for these new products. Therefore, the development of some domestic TV technology has far exceeded the needs of users.

Although it is said that 3D TV will be the future development trend, but the future is equal to a few years, the industry is not sure. Therefore, at present, domestic TV manufacturers are pushing 3D TV and vigorously promoting cloud TV, starting a two legged journey.