CES chief warns against 3D TV hype

Consumer Electronics Association president says buyers are still confused by 3D technology

Barry Collins
7 Jan 2011

The president and CEO of the Consumer Electronics Association - the organisers of the CES show in Las Vegas - has warned against the hype surrounding 3D TV.

Speaking to a select group of journalists on the first official day of CES, Gary Shapiro said there was still much consumer confusion surrounding 3D TV, which is once again prevalent on the show floor.

"3D is a wonderful experience and is clearly going to be a part of most, if not all, high-end TV sets soon," he said.

However, he warned that buyers were still bewildered by the technology. "Most consumers don't understand that a 3D set is also a wonderful 2D set," Shapiro said.

He said manufacturers must not get carried away with ambitious talk of 3D in every home. "We're still at the very beginning of 3D and that's the reason I ask people to set targets that are achievable," he added.

Shapiro's cautious comments echo those of the CEA's research director, Shawn DuBravac, who earlier this week claimed that 3D was no longer the chief selling point of new, high-end TVs.

"Last year, [built-in] internet as a feature outsold 3D," DuBravac claimed, adding that 3D had become a secondary feature in most manufacturers' marketing.

Read more about: