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New York, NY - (Zpryme Buzz Research) – 01/07/10 – Is 3D television ready for primetime? With Avatar receipts topping $1 billion and the darling of this year's CES, it’s not surprising that both movie execs and consumers have been buzzing about 3D television. Discovery/IMAX/Sony, ESPN, DirectTV, and HDNET have all announced plans to launch 3D networks.

**Download** 3D Television Consumer snapshot: Here

Zpryme released an 'insiders' snapshot today, excerpted from a current 3D TV consumer perceptions study, to help entertainment, media, and consumer electronic executives better understand overall consumer attitudes toward 3D television; particularly in the wake of Avatar 3D’s stunning box office success and 3D media buzz surrounding this year’s CES.

With Avatar receipts topping $1 billion, it’s not surprising that both movie execs and consumers have been buzzing about 3D. Discovery/IMAX/Sony, ESPN, DirectTV, and HDNET have all announced plans to launch 3D networks.

"The momentum of 3D in the last six months alone has been quite striking."

- Howard Stringer, Sony CEO

Now with the 2010 Consumer Electronics Show (CES) under way in Las Vegas, its electronic manufacturers’ time to ride the 3D wave unleashed by the Avatar tsunami.

• Panasonic, Sony, Samsung, Mitsubishi, Vizio and LG have all announced 3D HDTVs
• Acer and Asus have unveiled 3D/HD computer displays

"According to DreamWorks Animation CEO Jeffrey Katzenberg, “[Avatar is the] afterburner to push this (3D) rocket ship into orbit". And based on an analysis of online buzz, many consumers seem to agree. I thought 3D was a fad, leftover from the old days of junky 3D movies. That all changed after I saw Avatar."

- AVS Forums

"I will never see Avatar in 2D. The 3D depth was such an intrinsic part of each key scene. [It] really created the "you are there" experience [like nothing] before."
- TWL Forums

As would be expected, however, consumer discussion is not all positive and points to many challenges media and consumer electronics execs will face, as they seek to drive adoption of 3D HDTV.

• Some criticize the additional expense of upgrading to 3D, though many expect current HDTV technology to be compatible with 3D HDTV
• While others complain that 3D glasses are “not practical” for frequent home viewing
• And still some worry that there will not be enough 3D content, citing the history of HDTV

In any case, 3D HDTV couldn’t have a better killer app than Avatar 3D. Based on overall consumer and industry excitement, it’s clear that 3D is here to stay this time around. And based on the success of Avatar, 3D HDTV adoption seems set to mirror, if not exceed, that of HDTV.

"HDTV never had a “killer app” and consequently had to be forced onto consumers, many of whom are still largely on the fence.  Avatar, however, has clearly presented consumers—and the industry at large—with a compelling case for going 3D.” HDTV never had a “killer app” and has consequently taken a decade to gain any real traction—and even then, it’s been largely a result of rapidly falling prices and last year’s switch to digital. Avatar, however, has clearly presented consumers—and the industry at large—with a compelling case for going 3D." – Alex Perilla-Gayle, Zpryme Director of Consumer Insights

Related articles that reference Zpryme

Avatar Expected to Become a Key Driver for Stereoscopic 3D | xbitlabs.com

Tech: Everything you wanted to know about 3D TV | The Cap Times

How Avatar can help push 3D HDTV sales | neowin.net

3D - the future is now | ESPN’s scrum.com

About Zpryme

Zpryme Buzz Research puts entertainment, media, and consumer electronic companies in touch with how consumers react to and interact with your brand. Our social media-based qualitative research solutions deliver immediate and powerful insight into the usage scenarios, motivations, and trends defining today's consumer—and tomorrow's marketplace. To learn more visit us at www.zpryme.com or contact us directly at [email protected], or +1 888.ZPRYME.1 (+1 888.977.9631).