Out of the Box

At the Newbay 3DTV2010 event yesterday, I participated on a panel on consumer acceptance moderated by TWICE executive editor Greg Tarr. Among the interesting discussions turns that the panel took was regarding audio, and whether 3D changes the game. Certainly there is opportunity – there is always opportunity. But the line about retailers needing to step up their audio pitches is an old one, and certainly one of the many parallels between HD and 3D.

Panasonic SVP Bob Perry noted that while HDTV is really the only choice available in retailers, that is not the case in terms of your audio output choice. Indeed, the audio component attach rate is challenged in the living room and more so in bedrooms where the placement of multiple speakers is tricky. Furthermore, the positioning of the television may be less conducive to creating an immersive audio experience and consumers may be consuming different content in the living room as well.

Still, here’s an interesting contrast. When you buy a top-of-the-line digital SLR, it comes without the mediocre popup flash, assuming you’ll invest in a better external one. However, even top-of-the-line televisions still come with mediocre speakers.

One aspect of 3DTV that holds particular for me is the impact that it may have on user interface. For example, 3D could lead to a complete rethinking of the electronic programming guide.. I’ve seen one early demos of 3D information overlay  from cable supplier NDS that show how 3D could affect on-screen information presentation, and have heard many tales of woe about the difficult debates that have occurred in the industry over the proper depth location for closed captioning when watching 3DTV.

Last week, though, I got to see at least one demonstration of a 2D user interface at the Panasonic public demonstration near Penn Station in New York. nVidia was showing off its 3D gaming system using an otherwise unmodified version of Electronic Arts’ Need for Speed racing game. The 3D effect wasn’t too different from playing a racing game without the glasses although the whole picture seemed to be inset within the TV, and the difference really became clear in “cockpit view” where your perspective is through the car’s windshield. The user interface elements floated above the action in a pretty basic but effective way. As games and other content become more optimized for 3D, I suspect we will see more experimentation with translucence and other 3D effects.

At the sale of the first 3D television at Best Buy in New York’s Union Square, Best Buy representatives agreed with their partners at Panasonic that 3D was an experience best merchandised in the store. In fact, Best Buy would not roll out its Panasonic TVs onto the main selling floor until later in 2010, highlighting the newest technology in the Magnolia home theater specialty section.

Apparently, though, there’s no compunction about selling Samsung 3DTVs online as Best Buy, along with other retailers such as Amazon,  is offering a 55” LED television and offering free shipping when purchased in a bundle that includes the glasses, a Blu-ray player, and Geek Squad setup. The difference comes down to how manufacturers want to manage their channel distribution. While Best Buy can take advantage of selling the Samsung online though, it retains an advantage in avoiding competition with online retailers for the Panasonic.