Exclusive : Sky Won't Launch Free 3D TV Content

Sky won't be broadcasting 3D content on Freeview HD for free as a way of showcasing the technology to a broader audience, Sky’s Director of Product Design and TV Product Development told ITProportal.com at the official Sky 3D launch in pubs.

Speaking in the Porterhouse public house shortly before the live 3D screening of Manchester United vs. Chelsea FC today, Brian Lenz said that it is not in Sky doesn't have any plans to use the newly announced Freeview HD Platform to promote its 3D content.

Lenz added that Freeview HD, as a platform, is technically inferior to what Sky HD presents with the former using a lower bitrate which results in lower image quality. Freeview HD also supports 3D technology.

Currently, Sky has Sky Three, Sky News and Sky Sports News on Freeview, something that provides it with a means of presenting a sample of its offerings to a much wider audience.

Freeview reached the 10 million UK households benchmark in December 2009 and its HD iteration is likely to up this number by a few hundred thousands by the end of this year.

As for the match itself, it ended 2-1 to Chelsea and the quality of the picture on the LG LD950 passive 3D Television set is very good provided you have an optimum viewing environment (viewing the match straight on, low lighting conditions, screen slightly tilted).

Our Comments

Lenz said that a HD version of the Sky player would be available when the market is ready and that there's no reason why a 3D version couldn't be delivered. Indeed, it depends more on the bandwidth available than any major technical difficulties.

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