As new technologies go, this one isn’t particularly new. Three-dimensional images have been a part of photographic history since the very early days of image reproduction when David Brewster, a Scottish inventor, developed the stereoscope in 1849. And when modern motion picture movies were developed between 1888 and 1893, 3D was close to follow – the first patent for three-dimensional moving pictures was filed in 1896. Even 3D TV has a long history, with broadcasts as early as the 1950s showing three-dimensional broadcasts.

However, as with theatre releases, the technology behind 3D television has improved markedly over the past four or five years. The technology is now at a point where electronics manufacturers feel confident that the resultant image quality and the impact that these sets can provide is worth taking to market. Models are slowly beginning to appear in electronics retailers in a number of markets – the first went on sale in Japan in April 2008, and the UK saw 3D TVs on the shelves in April of this year – although the price is still roughly twice that of an equivalent 2D set. The technology behind the current sets varies from manufacturer but is largely based on stereoscopic images, which produces 2D plus depth and still requires viewers to wear glasses – another cost for the consumer to bear, and a disincentive due to their inconvenience, at least in their current incarnation.

In a flurry of publicity earlier this year, British broadcaster Sky Sports broadcast an English Premier League football match in 3D, to some large acclaim. Viewers, watching in pubs across the country, reacted positively to the experience, and certainly it seems that sporting events, where fluid, real-time action could benefit from the presence of depth, would be an ideal vehicle for showing the capabilities of this technology. Indeed, sports broadcasting giant ESPN – owned by Disney, another company with a vested interest in seeing 3D technology take off – announced the creation of an ESPN 3D channel, to show specially-selected live sporting events in 3D.

And what better stage to bring 3D TV to the masses than the World Cup, one of the world’s favourite sporting spectacles? While the cost of a new 3D TV in every home is perhaps a prohibitive factor at present, communal viewing of events like the football festival to be held in South Africa this summer is an ideal way to familiarise consumers with the technology.

Of course, many of the advances being made in the home entertainment market have Hollywood and its wholehearted support of the 3D revolution to thank. Avatar, James Cameron’s multi-million dollar box-office success, has been released as a 2D version, but is expected to be re-released for the home market in a 3D edition later this year. Another market with huge potential is the video game industry. Always on the forefront of technological development and committed to more immersive entertainment experiences, more traditional media could be playing catch-up to game studios and publishers in the near future.

However, the 3D revolution comes with an important caveat. For many, the cycle of upgrading is becoming too rapid. Blu-Ray, for example, was initially seen as a natural successor to DVD but has largely failed to capture widespread support. It is entirely possible that, having recently been convinced to scrap the old set for an HD model, consumers will be wary of another expensive upgrade. Hindered by lack of 3D content available at present, manufacturers might have a hard sell on their hands.

There are, of course, detractors and champions from both the content and technology sides, but it is too early to tell if this is the future of the way we watch and interact with our entertainment, or simply another gimmick.
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