IABM: ‘3D not big priority’

The global recession, at least as far as the TV equipment side of the industry is far from over, says the latest IABM ‘end user’ survey. “Although the survey indicated that an overwhelming majority of broadcasters are optimistic about the short- and long-term future, many are cautious about stating that the recession is actually over — and its effects have been more severe and have lasted longer in the North American market,” says the study.

One other key finding: 3D TV is way down the list as far as ‘most important’ technology items are concerned.

But it was the recession that most were preoccupied with.  “As a result, many broadcasters are tightening up their procurement procedures and placing the onus on suppliers to deliver maximum value and effectiveness for key business processes. Value for money is still the number one requirement of suppliers, but better support and connectivity are also very high on the list.”

The IABM’s latest survey was carried out on-line in March using a sample of 1000 NAB visitors. A similar study took place last autumn following the Amsterdam IBC show. The two surveys showed greater pessimism amongst North American respondents to the questionnaire.

“Given that the IBC results date from September 2010 it is clear that the downturn has hit harder, and is going on for longer, in the North American marketplace. Even six months later, NAB respondents say they are still suffering,” stated the IABM report.

Respondents ranked in order the most important items on their technology shopping lists, with storage topping the list followed by HD, video and audio editing/processing, cameras, and new media delivery (Web, mobile, etc.). 3D was far down on the list, at number 14. The fact that HD came second only to storage suggests there is still life in that market, while the low position of 3D in the list seems to raise some questions about the degree of “hype” that it received at both NAB and IBC.

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