The drive to bring 3-D TV to the masses was launched in earnest at the beginning of 2010, when broadcasters such as BSkyB, ESPN, DirecTV and Discovery Communications announced plans to roll out 3-D TV offerings this year.

ESPN kicked off its 3-D initiative June 11 with the broadcast of the opening match of the 2010 World Cup. The combination of the globe’s most watched sporting event and the opening of CommunicAsia 2010 aims to garner a lot of attention for the broadcaster’s efforts.

The Asia-Pacific region provides both an enthusiastic environment for new 3-D technology and a vast population of first adopters eager to see what is available in the 3-D value chain. When Nagravision Chairman and CEO Andre Kudelski announced a 3-D TV effort with South Korea’s SkyLife in April, he highlighted South Korea’s technology savvy population as an opportunity to provide such 3-D services and support, calling the market “a real laboratory to make [3-D TV] happen.”

The broadcasting sector is putting considerable technology and marketing effort behind 3-D TV, and the next few days will be key for companies that are looking to develop the associated revenue streams.