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3D Video Entertainment is Going Mainstream

There were numerous announcements about 3D technology during CES. The basic concept has been with us for many years, but had never reached common use. The popularity of Avatar and other 3D movies, however, will put 3D TV into the mainstream, according to the latest study by In-Stat.

2010 will be a big year for 3D entertainment, as movie studios release more 3D films shown in a growing number of 3D-equipped theaters.

"Exposure to 3D films is important to the debut of 3D TV, because consumers who have seen 3D films are more interested than the general population in being able to view 3D content at home," says Michelle Abraham, In-Stat analyst.

In-Stat's 3D consumer survey shows that 64 percent of consumers are at least somewhat interested in 3D in the home. For those who have seen a 3D movie in the last 12 months, the percentage increases to 76 percent.

In-Stat's market study found the following:

- In-Stat projects worldwide 3D TV shipments will reach 41 million in 2014.

- 3D Blu-ray player shipments will track closely with 3D TVs.

- Pricing is a major barrier, as survey respondents are not willing to pay much of a premium for 3D TV sets and Blu-ray players.

- Many Pay-TV operators will use half resolution 3D as a stepping stone and learning opportunity for full HD 3D in the future.

- On a regional basis, North America will be the largest market.

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