[Satellite News 09-20-10] While a slew of 3-D TV initiatives and channel launches are under way, it could could be at least five years before consumers see truly immersive 3-D TV experiences, according to Ingrid Deltenre, director general of the European Broadcast Union (EBU). “We are around five years away from having that immersive experience in 3-D TV. The add-on right now is still glasses. The next cycle will probably appear in three years when you have glassless products. It then comes into the more affordable realm for people,” she said.
   The EBU, an umbrella organization of many of Europe’s top public broadcasters, could play a pivotal role in bringing much needed standards to this nascent industry. “We think 3-D TV is at a very early stage. We are aware that standards issues need to be solved before it can become more into the mainstream. It is similar to the HD migration. We have tried to understand issues such as specifications, business models and issues related to watching 3-D TV,” Deltenre said.
    Consumer electronics manufacturers are driving the push into 3-D TV, and Deltenre said there is limited work that the EBU can do at the moment, considering most public service broadcasters likely will be turned off by the costs of producing 3-D content. “At this point in time, public service broadcasters do not have a huge interest in 3-D TV, but when we look forward, we are looking at something that delivers an immersive experience and this comes beyond the current systems. This immersive experience requires new standards and new technology. This also could become glassless. This next generation of 3-D TV will really provide something of value to the home.”
    The EBU however also intends to work with other organizations in this drive towards 3-D TV. “We are working with the DVB project to define the consumer requirements for example. So, we are at the center of gravity around the world. We facilitate rather than act as a driver.”
    In terms of what happens next, Deltenre said, “I believe the next stage is for us to carefully observe the market and watch the take-up. The next stage will also focus on the next generation of 3-D TV systems for public service broadcasters. Pay-TV operators will have a different opinion on that, because at the end of the day they have to make a profit. We don’t see this right now with the current system. There is too much that has to be developed.”
    The EBU thinks the move to 3-D TV, and in particular, public service broadcasters embracing 3-D TV could, take longer than some broadcasting sector estimates. “It can be that some of the public broadcasters such as the BBC will be involved in certain projects, but a successful rollout will probably take much longer than people think,” said Deltenre. “If you really want to have an action item here, what the EBU is doing is really educating its members about 3-D. We are educating them about the pros and the cons, the practicalities, and what it would cost to produce 3-D TV content. This is one of our charters. We are not there yet in terms of 3-D. I think we have had such push from 3-D from the consumer electronics industry. This has never really happened before. It is not the broadcasting industry driving this.”
    However, Deltenre believes any standards the EBU gets behind will have a tremendous influence on what European broadcasters do next in terms of 3-D TV. “The only thing we can do is test these technologies, but it will be up to our members to decide what solutions work. Smaller members of ours rely on our recommendations, but many other broadcasters also rely on our recommendations. If you calculate the technology budget of the broadcaster members within the EBU, you have very high figures, so any technology recommendations will have a strong impact.”