We need more 3D content says Dixons boss, it's coming counters Warner

3D TVs may flying off the shelves at the moment but the technology could run into trouble if the content issue is not addressed. That’s the warning from UK retail giant Dixons.
Speaking at the Futuresource Entertainment Seminar in London, DSG’s category director for consumer electronics Huw Crwys-Williams said: ‘For us, 3D TVs are currently selling really well. The only issue we currently have is with supply shortages. However 3D content will become an issue if we don’t address this by the end of the year.’

Cloudy content
The content situation for 3D is currently unclear. Sky is currently running only a showreel preview channel. A domestic service is not expected until October at the earliest. 3D Blu-rays are invisible at retail. The only discs are those offered as promotional items with set and disc purchases. Hardware giants Panasonic and Samsung have been buying title exclusivity, precluding them from stores in the process.
Only Sony Pictures has committed to selling 3D Blu-ray discs in store. Its first title, Cloudy With a Chance of Meatballs will be available later this month, followed later in the year by 3D Blu-ray releases of CG titles Monster House and Open Season.

Kris Brown, Warner’s VP or worldwide HD marketing, says that as many as ’30 3D Blu-ray titles would be available this year,’ but didn’t go into specifics at the Futuresource event. He did concede though that  the ‘number might not be enough.’
Brown says that even so, awareness of 3D Blu-ray is high. ‘According to DEG (Digital Entertainment Group) research 50 per cent of potential buyers are aware of 3D, although only 25 per cent were currently interested in buying.’ The key, says Brown is demonstrations. ‘Demos of home 3D always get a much better reaction experience than you might expect.’

Dixons' Crwys-Williams agrees but adds the biggest problem with demonstrating 3D TVs in high-street stores is managing the 3D glasses. ‘It’s not unusual to go into a store, see TVs with fuzzy 3D pictures not a pair of 3D glasses to be seen. The problem is the eyeware is too valuable. In some parts of the country you have to nail them to the floor to prevent them being stolen.’