Television toys with 3D

The third dimension is increasingly making its way into people's homes as TV channels and manufacturers experiment with the possibilities of bringing texture and depth to broadcasts. Since its inception, sport has attracted most audiences to 3D, although in Spain there have been additional forays into bullfights and concerts. However, unsurprisingly, a new motor for this modern medium is turning out to be adult entertainment. Porn, in fact, has plunged deep into the adventures of this new technology.

Penthouse, one of the biggest names in the industry, is considering the launch of what would be the world's first 3D pornography channel. The goal, according to Marc Bell, the CEO of its parent company, FriendFinder, is to do so during the second quarter of this year. Its high-definition channel already enjoys a massive audience.

"The consumer has very high expectations for 3D content," Bell states.

Penthouse began filming 3D erotic movies last summer. But they are not the only ones looking to cash in on the success of Avatar. "3D is here to stay; there is no escape," says Lance Johnson from California's Bad Girls, which has taken advantage of the lack of programming to get its own content out. "Ever since Oprah chose the Sony Bravia 3D as one of her favorite things in 2010," he adds. It is clear that more and more channels will be adopting the new technology, as BSkyB already does in the UK, or Rupert Murdoch's NewsCorp does via DirectTV in the US.

For now, the focus is on sports broadcasting. ESPN is a 3D pioneer, with nearly 100 live events. It made the jump to the third dimension with last year's Fifa World Cup in South Africa. George Bodenheimer, president of ABC Sports, said at the time: "The marriage of sports content and this new technology will boost the audience experience."

Here in Spain, Digital+ began doing so last summer. La Roja's World Cup triumphs could be seen in 3D, and in May the first bullfight from Madrid's Las Ventas ring was broadcast. It also produced concerts by Bunbury and Alejandro Sanz.

Sports acted as a locomotive for the high-definition television revolution, but will it do the same for 3D? Analysts insist that the lack of content is clearly slowing television sales, despite falling prices. MediaMorph agrees, stating that "it will be years until they are commonly used." Price is not the only issue. The use of 3D glasses is a major disadvantage compared to high-definition.

For Marc Bell and Lance Johnson, quality is the key. But creating a more powerful and real image has its cost: 3D production takes twice as long as the traditional format, with more lighting and more expensive equipment needed, sending budgets skyrocketing.

In spite of this, Antena 3 wanted to experiment with the new format with Los Protegidos, one of its big-name series. It produced the first episode of the new season in 3D, which was projected in cinemas last week. "Due to its abundant special affects, Los Protegidos lent itself to this new experience," a spokesman stated, aware that few TVs in existence are able to receive the show. "It's a way to be in the vanguard," he added.

In 2010, Telefónica conducted tests on their IPTV (Imagenio) platform to verify that it could offer content in 3D. "The tests were satisfactory and we are in negotiations with several providers to incorporate this content in the medium term," said the company, though only those who have Imagenio with VDSL or FTTH will be able to see it.

Telecinco has its own vision: "The advances are being studied as a public service, not a marketing tool." And though availability and demand for content is scarce, it is not throwing in the towel. "We will not lose sight of the advances in this system, or in any other that may provide added value in the future."

It seems the 3D train waits for no one.