ESPN broadcasting the World Cup in 3D

The 2010 FIFA World Cup kicked off on Friday with two scheduled matches, as sports channel ESPN also launched a new 3D sports channel for World Cup coverage.

Similar to the popularity of high-definition video a few years ago, live sporting events are expected to drive up the popularity of 3D.  Analysts believe as many as 7 million 3D-enabled TVs will ship in 2010, but it's unknown how many people are expected to watch the World Cup in 3D this month.

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I applaud ESPN and other stations for launching 3DTV stations, but it seems like a waste if virtually no one can watch the channel yet.  ESPN will have 3D bragging rights, but likely won't want to turn over viewership numbers, despite the popularity of the World Cup.

ESPN HD requires the 3D commercials to be made specifically for the channel, which drastically increases the cost of advertising.  This is a significant problem that must be dealt with carefully, especially with the number of DVR owners who own regular HDTVs.

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Even so, Pixar,  Sony, Gilette and Proctor and Gamble have forked over the cash to advertise on ESPN's 3D channel.  ESPN has a custom lab in Texas where researchers will analyze user response to the channel and its ads -- collected data that will be used down the road to enhance future broadcasts.

Manufacturers are heavily promoting 3D, and expect it to dramatically increase in popularity over the next four years.

Best Buy stores currently offer live displays of several different 3DTVs, and consumers who test it out don't normally mind wearing custom glasses.  In addition, there is a larger effort to develop 3DTVs that don't require glasses.  Sharp has laid out plans for 3DTV, while LG recently announced a 3D LED-backlit TV.

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