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London 2012 'to drive 3D TV sales boom'

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The London 2012 Olympics will trigger a sales boom of 3D TV sets in the UK, new research has claimed, despite the fact that it's still unclear what 3D coverage will actually be available.

According to a survey of 2,000 people conducted by consumer electronics giant LG, 37% of Britons feel that the Olympics would encourage them to purchase a 3D TV. The Euro 2012 football tournament would be enough to persuade 27% to take the plunge.

The result is relatively surprising considering that there has been no confirmation as yet from broadcasters of plans to air live 3D coverage of either event.

The BBC has tested 3D broadcast technology toward the aim of filming at least some of London 2012 in 3D, but that would most likely be offered via video on-demand, as Sky is the only UK broadcaster to operate a dedicated 3D channel.

The most probable scenario would be certain 3D-capable cinemas offering live coverage from the Games and Euro 2012, in a similar arrangement as recently confirmed for this year's Wimbledon.

More than half of respondents in LG's survey said that the next TV they buy will be 3D-ready, despite the fact that one in four Britons still have not yet seen a 3D film at the cinema.

Also in the survey, 65% of people felt that Harry Potter And The Deathly Hallows Part 2 will be the most successful 3D film at the box office this year.

Stephen Gater, LG's consumer electronics marketing director, said: "With almost two thirds of people saying that they're looking to upgrade their TVs ahead of next year's sporting events, it's a really exciting time for LG. We strongly believe in the real benefits that our unique cinema 3D TV range brings to consumers' homes."

Another survey published last month indicated that London 2012 will be the "making of" 3D television, despite the fact that sport fans largely prefer the high definition viewing experience.

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