Torsten Hoffmann: Why the Canal+ 3D initiative failed

[Broadband TV News]

We are currently experiencing an interesting phase on the 3D TV “hype cycle” with a few very promising statistics coming from Asia and Middle East.

In a few European countries 3D seems to be taking off slower than expected. This week the news that Canal+ is ceasing its 3D channel has shocked various stakeholders in the industry. Disclaimer: As distributor of 3D content I am biased, but here is my opinion and two reasons why Canal+ 3D failed:

… The early years are just to position your brand and occupy marketshare – not to make profits. This, of course is a difficult situation when a larger corporation derives 99% of the revenues and profits with 2D content. A typical case of innovator’s dilemma – just imagine the board meetings.

… if you go into 3D, you have to offer a large variety of quality content. Canal+’s lineup was far too small and not diverse enough. This is surprising because in France there is a thriving community of 3D production companies, many of whom I had the chance to meet during my presentation at Dimension3 in Paris last May. You cannot satisfy your audience with a few fresh hours per week and a high rate of re-runs.

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Read the full editorial here: http://www.broadbandtvnews.com/2012/01/04/torsten-hoffmann-why-the-canal-3d-initiative-failed/