"Avatar" director Cameron in bid to bring 3D to TV

Mon Apr 11, 2011 8:37pm EDT
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By Jill Serjeant

LOS ANGELES (Reuters) - "Avatar" director James Cameron is expanding his 3D vision to the small screen.

The technologically minded filmmaker has teamed up with "Avatar" cameraman Vince Pace to form a new venture aimed at driving the widespread adoption of 3D technology in episodic television, sports and advertising.

They said they wanted to "realize 3D's full potential as a creative and powerful storytelling and live broadcast medium."

Cameron predicted 3D would become a major player in television programing within five years.

"3D is just how all broadcast entertainment will be done. Sports, episodic drama, scripted and unscripted -- we haven't seen anything yet that doesn't have a great degree of value added by being in 3D," the Canadian director told Reuters.

Sales of 3D TV sets have yet to take-off despite big investments by manufacturers like Sony Corp and Mitsubishi Electric Corp and others.

According to a separate report on Monday from NPD Group, consumer awareness of 3D televisions jumped to 36 percent in February 2011 from 28 percent last September.

High prices and the need to wear special 3D glasses are seen as the biggest barriers for consumers.   Continued...