3D TV’s promised a lot to its early adopters, from live sports to a dream cinematic experience, its time for companies to reincarnate its offering.

从现场体育到梦幻般的电影体验，3D TV为其早期采用者带来了很多希望，是公司重新体现其产品的时机。

The first movie theatres were not only black and white, but they did not even have sound. The screenings relied on sub-titles or live narrators at the cinema House. Then came the era of movies with synchronized sound or as they were popularly called the ‘Talkies’. They were heralded as a new era in entertainment, and some of the initial movies like Alam-Ara in India became so popular that they are still remembered as a part of history and even taught to school children. The same impact was created in the society by the first full-length color film the documentary “Our Queen and King in India”. As the movie was shot for the British royals it normalized the idea of movie-going for the affluent class.

最初的电影院不仅是黑白电影院，而且甚至没有声音。 放映依赖于电影院的字幕或现场解说员。 然后是同步声音的电影时代，或者俗称“对讲机”。 他们被誉为娱乐时代的新纪元，一些最初的电影如印度的阿拉姆阿拉(Alam-Ara)变得如此流行，以至于至今仍被人们铭记为历史的一部分，甚至还被教导给学童。 第一部全长彩色电影纪录片《我们的印度皇后与国王》对社会产生了相同的影响。 当这部电影是为英国皇室成员拍摄时，它使富裕阶层的电影旅行观念正常化了。

The introduction of each new display technology has, not only heralded a new era in entertainment but has also brought significant cultural changes with it. All the innovation in Display and Sound Technology finally trickled down into the living room, with the Television. 3D display technology existed even before the color film. It has seen significant ups and downs in its lifecycle, with a sudden surge in popularity followed by a downtrend.

每种新显示技术的引入，不仅预示着娱乐的新纪元，而且还带来了重大的文化变革。 显示和声音技术的所有创新最终都通过电视传播到了客厅。 3D显示技术甚至在彩色胶卷之前就已存在。 它的生命周期经历了大起大落，受欢迎程度突然上升，然后下降。

Adaptation of 3D display technology peaked with the smash hit release of James Cameroon’s Avatar in 2010. Due to this, the demand to the see the movies in 3D increased the 3D capable cinema screen’s across the globe. Soon, the idea trickled down to the Living Room with the Introduction of 3D TV’s. The days of the new technology were short and by 2015, the focus had shifted back to the higher resolution conventional Tv’s or the 4K standard. Looks like its a time for a comeback, read along to know why.

3D显示技术的改编在2010年詹姆斯·喀麦隆的《阿凡达》(Avatar)热门单曲中达到了顶峰。因此，观看3D电影的需求增加了全球3D电影院的屏幕。 不久，随着3D电视的推出，这个想法便传到了客厅。 这项新技术的日子很短暂，到2015年，重点已经转移到了分辨率更高的传统电视或4K标准上。 看起来是时候卷土重来了，请继续阅读以了解原因。

他们为什么首先失败了？ (Why did they fail in the first place?)

One of the key reason for the failure of the 3D Tv’s was its prohibitive cost. As an emerging technology they were marketed as a premium television product, in an effort to increase the average selling price of the television set. As with all new technology it meant a few people could actually afford it. It set it in a chicken and egg problem, from where it spiraled downward.

3D电视失败的主要原因之一是其高昂的成本。 作为一种新兴技术，它们被作为高级电视产品销售，以提高电视机的平均售价。 与所有新技术一样，这意味着只有少数人能够负担得起。 它使它陷入了鸡肉和鸡蛋的问题，从那里螺旋上升。

While selling a new display technology calls for a higher cost from the end-user, It is doom for Content Creation. Unlike manufacturers who can sell to a niche segment at exorbitant prices, Content creators need a significant audience and distribution to be able to profit from their investments in new technology.

虽然销售新的显示技术需要最终用户支付更高的成本，但对于内容创作来说这是注定要失败的。 与可以以高昂的价格向利基市场出售产品的制造商不同，内容创建者需要大量的受众和发行商才能从对新技术的投资中获利。

In the 2010’s era we did not have 4G or 5G networks, fiber connections were uncommon in the consumer space and streaming service was still a niche market, dominated by Netflix. It meant 3D could not be distributed over the said platforms due to lack of effective bandwidth. Adding to the trouble was the fact that most Tv’s including the 3D ones were dumb screens and not Smart Tv’s that we have now. DTH players were still struggling to get people to adapt to HD (They still are in India!) and cared little for 3D.

在2010年代，我们没有4G或5G网络，光纤连接在消费领域并不常见，流媒体服务仍然是一个小众市场，由Netflix主导。 这意味着由于缺乏有效带宽，无法在上述平台上分发3D。 麻烦的是，包括3D屏幕在内的大多数电视都是哑屏，而不是我们现在拥有的智能电视。 DTH播放器仍在努力使人们适应高清(他们仍然在印度！)，并且很少关心3D。

While the challenges were many in the professional front, they were equally numerous in for amateur’s. For recording in 3D required you to have two set of camera’s for creating the perception of depth called stereoscopy. It required a purchase of new equipment which was again cost prohibitive. Each member of the family required their own 3D enabled, spectacles to enjoy the show. These glasses were not only costly but also cumbersome to use for the everyday use.

尽管在专业领域面临许多挑战，但对于业余爱好者而言，挑战也同样众多。 对于3D录制，您需要拥有两套用于创建深度感的相机，即“立体视觉”。 它要求购买新设备，这又使成本过高。 每个家庭成员都需要启用自己的3D眼镜才能欣赏演出。 这些眼镜不仅价格昂贵，而且在日常使用中也很麻烦。

Part of the blame, is also on the content creators, and filmmakers that tried to cash on the 3D boom, using shabby 2D to3D up conversion techniques, that did not exploit any of the technology’s advantages for a cinematic experience but rather, created a dizzy and eye-soring experience for the audience.

责任归咎于内容创作者和电影制片人，他们试图利用破旧的2D到3D上转换技术来利用3D繁荣来赚钱，这些技术没有利用任何技术的优势来获得电影般的体验，反而使人眼花di乱和观众的惊艳体验。

“Hollywood has done 3D a disservice by embracing post-conversion.’’

“好莱坞拥抱转换后对3D造成了损害。”

-James Cameron

-詹姆斯·卡梅隆

This leads to only one reliable alternate for the end-consumer, Blu ray disks. These Blu-ray discs offered the best possible experience but not only the content available on it was limited to A- list movies, they were expensive too! A blu-ray disc title seldom cost as much as 3 months of DTH or an entire year of streaming service. It was clear that the technology even though brilliant was too ahead of its time then.

这导致最终消费者蓝光光盘只有一个可靠的替代品。 这些蓝光光盘提供了最佳的体验，但不仅可用的内容仅限于A-list电影，而且价格昂贵！ 蓝光碟片的版权费很少会花费DTH的3个月或整年的流媒体服务费用。 显然，即使技术如此出色，也比当时领先。

快进2020 (Fast-Forward 2020)

The year of the pandemic has changed a lot of things for us, many of our new habits are going to stay with us for a lot of duration in the near future. For one we are consuming a lot of content through streaming services, even movies are being released on streaming platforms. This has led to an increased appetite from consumers to buy Larger TV’s, Projectors, Streaming Devices, Home Theatre Systems, and other peripherals to create a movie-like experience at home.

大流行年对我们来说已经改变了很多事情，在不久的将来，我们的许多新习惯将在我们身边持续很长一段时间。 一方面，我们通过流媒体服务消费了很多内容，甚至电影也在流媒体平台上发行。 这导致消费者增加了购买大型电视，投影仪，流媒体设备，家庭影院系统和其他外围设备的欲望，从而在家里创造了电影般的体验。

Also, in the last decade the availability of the internet, its penetration, and speed have increased significantly globally and especially in India. All this can be attributed to the rise in 4G and Fiber line adaptations throughout the country.

另外，在过去的十年中，互联网的可用性，普及率和速度在全球范围内都有显着提高，尤其是在印度。 所有这一切都可以归因于全国各地4G和光纤线路适应性的增长。

Similarly, streaming devices and smart TVs have also become extremely popular in the world in the past 5 years with customers not only, buying but also using the services efficiently. The low pricing structure of the annual subscriptions of these streaming services has also been a key driving factor in the adaption and use of the Internet.

同样，在过去的5年中，流媒体设备和智能电视在世界范围内也变得非常流行，不仅客户，购买而且有效地使用了服务。 这些流媒体服务的年度订阅的低价格结构也是互联网适应和使用的关键驱动因素。

4K的失败 (The failure of 4K)

4k TV’s though a rage in consumer marketing, it isn’t finding much use.

4k电视虽然在消费者营销中风靡一时，但并未找到太多用途。

No matter what marketing or a sales-person tells you, 4K TVs haven’t been successful either. People are buying 4K television but their use is severely limited by the lack of content and high cost associated with it.

无论是什么营销或销售人员告诉您，4K电视也都没有成功。 人们正在购买4K电视，但是由于缺乏内容和与此相关的高昂成本，其使用受到了严重限制。

A 4K streaming device usually sells at a 25–50% premium compared to an HD capable streaming device. Also, there are no TV channels that broadcast in 4K available in the country, except during the cricket world cup. An average 4K stream on the Internet requires you to have a broadband connection with at least 25 Mbps of speed. Most of the internet users in the country, do not have access to stable internet connections that give a download speed of 25 Mbps.

与支持HD的流媒体设备相比，4K流媒体设备的价格通常溢价25-50％。 此外，除板球世界杯期间外，该国没有可用4K广播的电视频道。 互联网上的平均4K流要求您以至少25 Mbps的速度建立宽带连接。 该国的大多数Internet用户无法访问稳定的Internet连接，这些连接的下载速度为25 Mbps。

Most of the high-speed broadband data connections come with a data Cap. Ex the 850 Rs. JioFiber offers 200GB of data (without promotions). Viewing 4K content for an hour consumes 15GB of your data. This means an average consumer can only watch 12 hours of TV on their device, before exhausting their data pack. Also, they will probably require a Netflix subscription in 4K that also costs 800 Rs. a month. Other streaming services do not have a significant 4K video library hence they have not been considered in this example.

大多数高速宽带数据连接均带有数据上限。 前850卢比。 JioFiber提供200GB的数据(无促销)。 查看4K内容一个小时会消耗15GB的数据。 这意味着普通用户在用尽数据包之前只能在其设备上观看12个小时的电视。 此外，他们可能需要4K的Netflix订阅，价格也为800卢比。 一个月。 其他流服务没有重要的4K视频库，因此在此示例中未考虑它们。

While a 4K video does offer a superior viewing experience, it is only possible if you are planning to sit very near to your TV (Bad idea for your eyes)to be able to discern the fine details. Otherwise, you ought to have a really large screen 65 inches or above the minimum, to be able to enjoy the 4K in a large living room. Even if you can afford all of the above, there isn’t any significant difference between an HD TV or a 4K TV if you are viewing the content from a safe viewing distance.

虽然4K视频确实提供了出色的观看体验，但是只有当您计划坐在电视附近(您的眼睛不对劲)时，才能够识别出精美的细节。 否则，您应该拥有65英寸或最小最小值的超大屏幕，才能在宽敞的客厅中欣赏4K图像。 即使您可以承受上述所有费用，但如果从安全的观看距离观看内容，高清电视或4K电视也没有任何明显的区别。

This is because the human eye is incapable of discerning the fine details that 4K brings with it from a distance. A case on point can be made by Apple’s Retina display, which focuses on vibrant colors rather than high-resolution screens as Apple understands that they do not offer much advantage for low screen size devices (iPhones) to adapt 4K technology. Most iPhones are not even equipped with a full HD + screen yet do not see any major impact on sales.

这是因为人眼无法从远处识别4K带来的精细细节。 苹果公司的Retina显示屏就是一个很好的例子，它专注于鲜艳的色彩而不是高分辨率的屏幕，因为苹果公司了解到，它们对于采用4K技术的低屏幕尺寸的设备(iPhone)并没有太大优势。 大多数iPhone甚至都没有配备完整的HD +屏幕，但是对销售没有太大影响。

4K has been a failure but manufacturers are too fatigued to try anything new at this point. Most 4K TV’s are being wasted away by Saas-Bahu TV Sops, and subpar quality signal. (Dabba hai Dabba, Uncle ka TV Dabba ! )

4K失败了，但制造商现在太累了，无法尝试任何新事物。 Saas-Bahu TV Sops浪费了大多数4K电视，质量不佳的信号也被浪费掉了。 (达巴·海·达巴，叔叔卡电视达巴！)

3D电视消费者价值点。 (3D TV consumer Value Point.)

For consumers, 3D technology has become more accessible than ever. For

对于消费者而言，3D技术变得比以往任何时候都更容易使用。 对于

1. To stream in HD 3D, it requires only 8–12 Mbps of network speed that is accessible to a lot more people than 25Mbps required by 4K. Also, data consumed by an hour of 3D streaming is less than 5 GB.要以HD 3D格式进行流传输，仅需要8-12 Mbps的网络速度，而4K所需的25Mbps的速度才是更多人可以访问的速度。 同样，一个小时的3D流消耗的数据少于5 GB。
2. All HD DTH set-top boxes and streaming devices are capable to stream in 3D or can be made to do so, via an OTA update.所有高清DTH机顶盒和流媒体设备都可以通过OTA更新以3D格式进行流式传输或可以以3D格式进行流式传输。
3. 3D TV’s come with a high 120Hz or 240Hz refresh rate. High refresh rates make sports and Games amazing to watch on TV, thus also enhancing the non-3D viewing experience. (4K TV’s can only stream in 60Hz generally)3D电视的刷新率高达120Hz或240Hz。 高刷新率使体育和游戏在电视上观看效果惊人，从而增强了非3D观看体验。 (4K电视通常只能以60Hz的速率播放)
4. More Content is available in 3D than in 4K, as 3D movies are being made since the 2000s.自2000年代以来，随着3D电影的制作，与3K相比，3D的可用内容更多。

Also, initially recording for 3D required two different cameras together that were not very accessible in 2010’s. Nowadays, most smartphones come with more than one camera on the rear, which can easily capture the depth information to create a 3D image. While many people loath the 3D effect in theatre as they usually employ an inferior passive 3D technology, because the glasses are cheaper to replace and less prone breakage.However, 3D TV’s generally ship with Active 3D glasses that require batteries to operate. Active 3D is loads better than Passive 3D technology, and most 3D TVs give a significantly better viewing experience than the movie theatres. A few 3D TVs also support glass-free 3D viewing already, the biggest bottleneck in the adaption of this technology.

同样，最初的3D录制需要两台不同的相机，这在2010年代不太方便。 如今，大多数智能手机的背面都带有一个以上的摄像头，可以轻松捕获深度信息以创建3D图像。 虽然许多人不喜欢剧院中的3D效果，因为他们通常使用劣等的被动3D技术，但由于更换眼镜的成本较低且不易损坏，因此3D电视通常附带需要电池才能操作的主动3D眼镜。 主动3D的负载要好于被动3D技术，并且大多数3D电视所提供的观看体验都比电影院好得多。 一些3D电视也已经支持无玻璃3D观看，这是采用该技术的最大瓶颈。

制造商的观点 (Manufacturer’s view point)

Television market for long was the forte of the big 3 brands, Sony, Samsung, and LG, while OEM’s like SHARP have also have had their fair share in multiple markets. However, this dominance is now increasingly threatened by new entrants in the television space like, OnePlus, Xiaomi, Vu, iFlacon, Nokia, and other budget TV brands.These brands undercut the heavyweights significantly. For, example a 65 inch 4K television from Sony may cost you 1,80,000 Rs. but the same can be purchased from Nokia at 65,000 Rs. a third of what Sony charges for its product. At this point, the premium TV manufacturers desperately need a differentiator to defend their high price point.3D TV’s can easily fill into this role. For the Manufacturer it would incentivize the customer for buying a 3D capable TV at a better price point, that can save their profits. They can then try to sell a whole ecosystem of products around 3D capabilities. The budget TV makers will take time to catch-up, as these manufacturers rely on sourcing panels and other tech from an OEM and employ contract Manufacturer’s to bring down costs. 3D technology will require budget players to do R&D that will take time and resources.Many of the core 3D technology especially those involving glass-free 3D or newer standards like RealD3D or IMAX which are IP protected or need licensing and certification. The added cost associated with this will also discourage budget Manufacturers.High Refresh Rate Displays are already a rage in smartphones and Gaming Monitor Market. 3D TV’s require high refresh rates to operate, they can jump into the hype around the high refresh rate, for sports and gaming. Even if 3D fails mass-market adaptation again, high refresh rate TV’s will definitely survive. Also, it’s an opportune time to introduce a High Refresh rate TV with a newer generation of powerful Gaming consoles like the PS5 and Xbox series X can bring the Ultimate gaming experience to the large screen.

长期以来，电视市场一直是三大品牌索尼，三星和LG的专长，而像SHARP这样的OEM厂商也已在多个市场中占有相当的份额。 但是，这种优势现在正日益受到电视领域新进入者的威胁，例如OnePlus，小米，Vu，iFlacon，诺基亚和其他廉价电视品牌，这些品牌大大削弱了重量级人物。 例如，索尼的65英寸4K电视可能要花费1,80,000卢比。 但可以从诺基亚以65,000卢比的价格购买。 索尼为其产品收取的费用的三分之一。 在这一点上，高端电视制造商迫切需要一个与众不同的产品来捍卫自己的高价位。3D电视可以轻松地扮演这一角色。 对于制造商而言，这会激励客户以更好的价格购买具有3D功能的电视，从而节省他们的利润。 然后，他们可以尝试销售围绕3D功能的整个产品生态系统。 廉价电视制造商将需要时间来追赶，因为这些制造商依靠从OEM采购面板和其他技术并雇用合同制造商来降低成本。 3D技术将需要预算有限的人进行研发，这将花费时间和资源。许多核心3D技术，特别是涉及无玻璃3D或涉及IP或需要许可和认证的RealD3D或IMAX等新标准的技术。 与此相关的额外成本也将使预算制造商望而却步。高刷新率显示器已经在智能手机和游戏监视器市场中流行。 3D电视需要高刷新率才能运行，它们可以围绕高刷新率跳入炒作，用于体育和游戏。 即使3D再次未能适应大众市场，高刷新率电视也肯定会生存。 另外，现在是时候引入高刷新率电视和新一代功能强大的游戏机，例如PS5和Xbox系列X，可以在大屏幕上带来终极游戏体验。

结论 (Conclusion)

The high refresh rate 3D TV does not only provide value to the consumer but also a much-needed differentiator to the Manufacturers. It’s a win-win situation for everyone and can revive many ailing segments like DTH and expand the existing ones to options of more premium offerings and add-ons. It’s definitely worth a try.

高刷新率的3D电视不仅为消费者提供了价值，而且还为制造商提供了急需的差异化产品。 这对每个人来说都是双赢的局面，它可以使许多处于困境的细分市场(如DTH)复苏，并将现有的细分市场扩展到更多高级产品和附加组件的选项中。 绝对值得一试。