Per many requests, I'm going to start sharing some information here about some of the hurdles we encounter during our quest to spread 3D-Ready Tech. I don't exercise any technology religion here, just some thoughts for those of you that are interested.
You may email me directly about any blog entries at: WeSpeak3D@truentertainmentgroup.com
October 29th, 2008.
Interested in 3D-Ready HTPCs, but concerned about media support?
We’ve received some very direct, honest and candid feedback from many of our target customers and consumers and appreciate the contributions to our direction.
3D media is just now making it from 3D cinema releases to home movie releases on DVD and Blu-Ray. Additionally, they are broadcasting 3D in Japan, but not yet in the U.S. Until more of the recent and high quality 3D movies are released for home players, you will have to look for 2D to 3D up-conversion support in your new 3D-Ready Home Theater PC. Yes, it is true that broadcast channels are already getting prepared for showing live special events and movies via pay-per-view on cable. Announcements from networks planning to offer 3D on demand are starting to emerge.
Increasingly, it seems that the future of TV isn’t even over cable, but online. Luckily, current 3D Media Players are capable of 2D to 3D up-conversion of shows downloaded online. Major broadcast channels are pushing vigorously to get all of their episodes online in HD quality. Thanks to new media center features, this online content is at your fingertips when using a Home Theater PC.
Currently the two real limitations of 2D to 3D up-converting media player software packages are 1) no support for live broadcast 2D to 3D conversion via HDTV tuner card signal. 2) no support for 2D to 3D conversion using a standard 2D Blu-ray.
When does do companies plan on implementing Blu-Ray support for 3D media playback with software that can be installed on Home Theater PCs? 3D-Ready Home Theater PCs may not receive a remarkable welcome until 3D Media Playback software supports 2D to 3D up-conversion of all current forms of HD media. It is true that today you can watch digital copies of HD movies, 2D DVDs, 2D DVR recordings and standard 2D HD media files in an up-converted 2D to 3D on a 3D-Ready Home Theater PC. You may also watch actual 3D media files and 3D DVDs, but is this enough? Is it enough to enter the market offering 2D to 3D conversion support for file based HD media playback and not Blu-ray? Current 3D Media Players that support 2D to 3D up-conversion may need to be updated to better support the real expectations of the home theater market. Fortunately, our 3D-Ready Desktops do not receive the same set of expectations as the 3D-Ready HTPC and Blu-ray support is not critical for Desktops. Few of our 3D-Ready Desktop customers will be sitting at their 3D desktop to watch a movie.
As you are probably aware, many 3D savvy business customers are burning their own 3D Blu-ray and using standard Blu-ray players connected to 3D-Ready DLPs and 3D-LCDs in order to show 3D content in conference rooms, 3D advertisements at tradeshows and film/animation daily production clips at studios. They also generally prefer to use stereoscopic player software or a DCC server for file-based playback. Additionally, consumers in the Home Theater market only see real value in having a 3D Media Player on a 3D-Ready Home Theater PC if it supports 2D to 3D up-sampling of current HD media and broadcasts.
There are a few MAJOR demands from almost all Home Theater companies. They have basic expectations that must be met for 3D to receive a proper welcome with high-end customers. The most common expectations for a 3D media player to be used as OEM for a HTPC are listed in order of priority:
1. Blu-ray Support for both 3D Blu-ray and 2D to 3D Blu-ray up-conversion. 2. Play HD content that is downloaded from NBC.com, ABC.com, CBS.com 3. Play movies downloaded via showtime, MyNetFLIX and other via Vista Media Center 4. Over-the-air HD Support via tuner card (Streaming 2D->3D conversion) 5. Total Vista Media Center Integration
Most consumers are no longer interested in standard DVD drives in their Home Theater PCs. Most current, real-world target consumers for 3D-Ready Home Theater PCs are high end consumers that demand the highest quality content available. Many already have a Blu-ray collection already on hand. Most of these customers can afford stereo capable projection systems and are excited about having a game system integrated. Most of them buy nicer HDTVs than the current HDTVs that are being sold as 3D-Ready.
Why aren’t 3D-Ready HTPCs available at your local store yet, but you can buy 3D-Ready HDTVs? A quick glance at a current Best Buy in-store product placement scenario may help. A $1,500+ 3D-Ready Home Theater PC is a high end appliance that belongs in the Magnolia showroom, but none of the current 3D-Ready HDTVs are high end enough models to be in the Magnolia showroom. Additionally, the 3D-Ready Home Theater PC is out of place in the standard A/V sales floor alongside the 3D-Ready HDTVs. Additionally, High-End polarized 3D-Ready HDTVs are available online but not in the local store.
There are still a few very difficult technology hurdles between the HD and 3D at the moment, but there is enough 3D support to say ‘Yes’ to all but a few questions. For those of you that really enjoy the idea of 3D Home Theater, we recommend that allow the dramatic difference between 2D gaming and 3D gaming be you most critical decision making point. However, there should be no fear for those of you that want the latest and greatest. You can watch and enjoy all but a few types of media in 3D and up-converted 2D to 3D - while having current games work in 3D out-of-the box.
