BBC holds 3D TV trail in UK

The head of BBC 3D, Kim Shillinglaw, has announced that production of all 3D television content will halt after the November 2013 airing of the 50th anniversary episode of Doctor Who. According to Shillinglaw, BBC will take a three year break from producing 3D television shows in order to see if the technology gains greater acceptance among the UK viewing public. The BBC began a trial of 3D programming during early 2011 and broadcast 3D content such as 2012′s Olympic Games and the Wimbledon finals as well as a celebrity dancing show called Strictly Come Dancing and documentary Walking with Dinosaurs.

According to Kim Shillinglaw, who oversees the public broadcasting corporation's 3D initiative, the technology simply failed to capture British audiences. Approximately 1.5 million U.K. households own compatible television sets, and yet only half tuned in to the BBC's 3D broadcast of the Olympics Opening Ceremony. Across the board, there was a dearth of public interest in watching programs—such as Mr. Stink, Strictly Come Dancing and Walking with Dinosaurs—in 3D. Some shows only drew a measly 5% of potential viewers.

Even Sony, one of the leading makers of 3D televisions, admitted last year that 3D "is not hugely important" to people. So if viewers aren't enamored with this technology, then that leaves a big question mark on who the major proponents actually are. 

The NPD Group may have the answer. Its Retail Tracking Service reported that sales of 3D TV sets grew a whopping 74% worldwide in Q1 2012. LG Display, a major supplier of TV panels, returned to profitability in 2012, largely due to 33% year-over-year sales growth of large televisions—and half of those had 3D features. 

But Sony isn't wrong either. NPD Group's 3D 360 Monitor survey revealed that, even though sales were high, engagement fell short. The reason: Similar to the way people see TV Internet features, consumers don't consider 3D to be essential for their TV viewing. Of the participants who planned to buy a new television in the following 6 months, only 14% called it a “must-have.” Meanwhile, 68% vaguely say it's a “nice-to-have" feature they might use one day. 

Just last month, ESPN announced a more definitive demise for the ESPN 3D channel. At the end of 2013, ESPN 3D will stop broadcasting due to low demand among U.S. consumers. According to a study cited by BBC News, there’s no more than 120,000 U.S. consumers watching 3D content at any given time.