3D TV could replicate success of HD, says BSkyB

UK pay TV operator BSkyB intends “to do for 3D what Sky has done for HD”, according to John Cassy, head of 3D at Sky. Cassy told Informa’s 3D TV World Forum in London this morning that Sky’s rollout of 3D could follow the model of its successful HD rollout and that the UK could become a “world leader” in 3D production.

“We have more than 3.5 million homes paying us an extra £10 [€11.45] a month [with] more than 50 HD channels available on the platform,” said Cassy. “I see no reason why we can’t [develop] 3D using the same model.” However, he said that Sky had no immediate plans to charge for the service and that 3D was not yet a major driver to upsell packages to Sky subscribers. “One of our objectives is to keep our customers as happy as we can. What we need to do is make sure we are always giving them value and 3D is fundamental to that. We are completely comfortable with where we are in terms of that,” he said. Sky 3D is currently available to subscribers to the Sky World package.

Cassy said that additional revenue for 3D in the future could come from advertising. “We also need to bring advertisers with us,” said Cassy, pointing to work Sky has already done with companies including Guinness and Audi. However, he said, advertisers were interested in reach, which 3D currently lacked.

Cassy also said that the UK could become a global leader in 3D production, in part thanks to Sky’s commitment to the format. “We believe we can help position the UK as a World leader in 3D,” he said, pointing to the company’s investment in its new Harlequin One production facility in West London and 3D outside broadcast equipment.