ABOUT THIS REPORT

This report contains a detailed analysis of the worldwide market for 3D television and includes:

• An in-depth analysis of how the television and filmed entertainment industries are working to create mass demand for 3D;
   
• Definition and analysis of all the main parts of the value chain from production tools to consumer devices;
   
• An explanation of the role of film makers, in particular Hollywood studios;
   
• An analysis of growth trends and whether 3D will drive the TV industry through a new growth phase, or whether 3D will falter and fail to reach a mass market stage;
   
• An analysis of related technology migrations, including CRT  to flat-panel TVs, VCR to DVD and SD to HD;
   
• Profiles of leading companies in the 3D space: Sony, Panasonic, ESPN and HDLogix
   
• An analysis of the forces that are driving growth and those that are acting to inhibit it;
   
• An explanation of how the different 3D technologies work;
   
• Ten pages of market data and forecasts which are presented on a worldwide and regional basis;
   
• Four in-depth executive interviews which are presented in a verbatim Q&A format that will allow you to understand what is happening at the leading edge of the market.

Here are a few examples of the sort of data and insight that is contained in this report:

• 3D cinema is creating a ‘halo’ effect – something that did not apply for HD – which is helping drive adoption of 3D television;
   
• By the end of 2009 6.1 percent of theatre screens worldwide were 3D-capable, which represents 54.8% of all digital screens worldwide;
   
• 3D cinema is creating a ‘halo’ effect – something that did not apply for HD – which is helping drive adoption of 3D television: millions of consumers are emerging from cinemas across the globe having seen their first 3D movie, and many are amazed by what they have just experienced;
   
• The underlying marginal cost of implementing 3D across the whole value chain is a lot less than was the case for HD;
   
• 2010 represents year zero for 3D TV and the summer months will see the first 3D-enabled TV sets go on sale internationally;
   
• 225 million television sets will be shipped worldwide in 2010, around 3.1 million of which will be 3D-enabled (1.4 percent);
   
• In spite of the prevailing economic climate, MPAA member film-makers increased their production of 3D movies in 2009 by 150%, to a total of 20 with over 50 planned for release in 2010;
   
• Within five years, by 2014, 3D-enabled TV sets will account for over 39 percent of all televisions shipped globally;
   
• The price premium for 3D capability on a TV set will fall from about USD 500 in 2010 to USD 175 in 2014.

SUMMARY TABLE OF CONTENTS

REPORT HIGHLIGHTS
EXECUTIVE SUMMARY
3DTV MARKET OVERVIEW
   EARLY ATTEMPTS AT 3D
   HOW 3D WORKS
   MARKET DEFINITION
   VALUE CHAIN
   GROWTH TRENDS
   RELATED MARKETS
   COMPANY PROFILES
      SONY
      PANASONIC
      ESPN
      HDLOGIX
MARKET ANALYSIS
   MARKET DYNAMICS
   MARKET FORCES: GROWTH DRIVERS
   MARKET FORCES: GROWTH INHIBITORS
   SUMMARY: MARKET GROWTH TREND
3DTV TECHNOLOGY
MARKET DATA AND FORECASTS 
EXECUTIVE INTERVIEWS
   PANASONIC
   ESPN
   SONY
   HDLOGIX
 

NOTE: Scroll down to the bottom of this page and click ‘view contents’ to see the detailed table of contents.

LIST OF FIGURES AND TABLES

Figure 1: 3D TV & Film Value Chain
Figure 2: Split between Worldwide CRT and Flat Panel TV Shipments (2003 to 2009)
Figure 3: Summary of Costs and Benefits along Value Chain (Migration from CRT to Flat Panel)
Figure 4: Summary of Costs and Benefits along Value Chain (Migration from VCR to DVD)
Figure 5: Summary of Costs and Benefits along Value Chain (Migration from SD to HD)
Figure 6: Share Price Movement – Sony Corporation (Jan 2005 to Feb 2010)
Figure 7: Share Price Movement – Panasonic Corporation (Jan 2005 to Feb 2010)
Figure 8: Summary of Forces Driving and Inhibiting Growth
Figure 9: Anaglyph 3D Technology
Figure 10: Anaglyph 3D picture
Figure 11: Polarised 3D – Television Implementation
Figure 12: Polarised 3D – Cinema Implementation
Figure 13: Autostereoscopic (Glassless systems)
Figure 14: Box Office Revenues for U.S. and Canada, EMEA, Asia Pacific and Latin America (2005 to 2009)
Figure 15: Number of 3D Films Released by MPAA Members (2000 to 2009)
Figure 16: Worldwide Theatrical Screens (2005 to 2009)
Figure 17: Worldwide Digital Theatrical Screens (2005 to 2009)
Figure 18: Worldwide 3D Digital Theatrical Screens (2005 to 2009)
Figure 19: Worldwide TV Shipments (2010 to 2014)
Figure 20: TV Shipments for North America, Western Europe, Eastern Europe, APAC, LATAM and MEA (2010 to 2014)
Figure 21: Annual Growth in TV Shipments for North America, Western Europe, Eastern Europe, APAC, LATAM and MEA (2010 to 2014)
Figure 22: Worldwide 3D TV Shipments and 3D Price Premium (2010 to 2014)
Figure 23: Percentage of TV shipments that are 3D-enabled for North America, Western Europe, Eastern Europe, APAC, LATAM and MEA (2010 to 2014)
Figure 24: Number of TV shipments that are 3D-enabled for North America, Western Europe, Eastern Europe, APAC, LATAM and MEA (2010 to 2014)
Figure 25: Price Premium for 3D-enabled TV Sets for North America, Western Europe, Eastern Europe, APAC, LATAM and MEA (2010 to 2014)
Figure 26: Revenue for 3D-enabled TV Sets for North America, Western Europe, Eastern Europe, APAC, LATAM and MEA (2010 to 2014)

Table 1: Sony Revenues and EBITDA (2005 to 2009)
Table 2: Sony Revenue Breakdown by Product Category (9MFY 2009)
Table 3: Sony Revenues Breakdown by Geographic Region (9MFY 2009)
Table 4: Panasonic Revenues and EBITDA (2006 to 2010)
Table 5: Panasonic Revenue Breakdown by Product Category (9MFY 2009)
Table 6: Panasonic Revenues Breakdown by Geographic Region (FY 2009)
Table 7: Broadcast Strategies for 3D HD Video Content