The communications and broadcasting sector is placing a lot of focus on the “next big thing”  – the product that consumers will fall in love with and open their wallets for. In 2010, 3-D holds the title, and while IBC continues that trend, the interested parties pushing 3-D TV already may have to share some of the spotlight with a potential competitor.
    3-D TV has obvious appeal for the broadcasting sector, especially satellite operators who would supply the extra bandwidth needed to deliver much of the programming. Perhaps the satellite sector is learning lessons from the slower-than-expected development of the HD market in its cooperative approach to developing the 3-D market. The entire 3-D chain — from production to delivery to consumer device manufacturers — are working to drive faster adoption of 3-D entertainment. The efforts look to be paying off, and an SES Astra executive believes the operator will be delivering at least 10 3-D channels in 2011.
    But, also fighting for attention at IBC will be over-the-top TV or Internet TV. The medium has been around for years in the form of YouTube and similar services but as it grows and evolves, TV delivery by broadband systems could become a competitor to the linear TV business and satellite broadcasting.
    There are some analysts that see over-the-top TV as a viable competitor to traditional broadcasting for audiences looking for more control over their video consumption habits. 
If that is the way the broadband TV players are positioning themselves, then the development of 3-D TV could be an important step for traditional broadcasting in differentiating itself from the new technology players — and more innovation and cooperation will be needed as the battle for eyeballs and revenues continue.