TO A NEW DIMENSION
The technology choices involved and
the likely routes by which 3D will emerge
into the mass market.
Mankind has always been fascinated by the idea This brochure from Ericsson is intended to help you
of making the real ‘more real’. From prehistoric as a broadcaster or service provider to better
cave paintings, where our ancestors used natural understand the current realities and options with 3D,
features in the rock to give an impression of depth the technology choices involved and the likely routes
and movement, to the development of formal rules by which 3D will emerge into the mass market.
of perspective by Italian painters in the 15th century, It’s a complex picture to understand, with many
there seems to have been an inherent drive to draw different facets to it. Throughout the history of the
the viewer ever deeper into 3D worlds of artists’ convergence sector, various discontinuities have
own making. More recently, over the last hundred impacted on our abilities to make things work
years or so, various emerging technologies have successfully on a true end-to-end basis. We might
been employed to enhance these effects – first with have had the processing power – but we didn’t have
stereoscopic photography and then, more recently, the bandwidth. We might have had the bandwidth
with cinematography. – but we didn’t have the applications. And so on…
The focus of various interlinked industries across Standards were often incompatible, regional variations
the world is now on continuing that journey further abounded and legacy infrastructure and thinking
still – but with a much greater emphasis on delivering sometimes slowed innovation to a crawl.
a high-quality experience across multiple platforms, That said, the number of players then involved
enjoyable anywhere from the cinema, over mobile in the tricky work of ‘joining things together’
handsets and, finally, into the home on gaming was comparatively small – essentially the IT and
devices and televisions. Attempts in the past to Telecommunications communities. With 3D, that
deliver a 3D experience through these media all too complexity has grown almost exponentially and now
often foundered on gaps in some part of the delivery includes the satellite, broadcast, cable, film and media
and value chain. Display or viewing technologies production, and consumer electronics sectors – as
were primitive, content was less than compelling well as a host of supporting communities such as
and supportive business models had yet to evolve. sport, advertising, news gathering and gaming.
In the fast-merging worlds of communications, Just as critical in this context for 3D are the final parts
consumer electronics and content, those gaps have of the delivery chain – the family home and the human
been steadily shrinking over the last two decades or eye and brain. While the telecommunications industry
so. A ‘perfect’ – and largely benevolent storm has has invested billions to solve the ‘last-mile’ problem,
been sweeping across multiple industry sectors, driven 3D necessarily involves a great deal of complex
in part by technology change, but also by major shifts engineering to solve the ‘last-meter’ problem – getting
in the regulatory and commercial environments in the right signals into the consumer’s eyes at the right
which those companies operate. time to ‘fool’ the brain into perceiving depth. These
The latest development – 3D – has been slowly are non-trivial issues, both in engineering and human
creeping into the headlines over the last few years, terms and many human factors need to be taken
while more recently a handful of films or special into account if we are to optimize the entire 3D
events have made it a ‘must-see’ experience for viewing experience.
adults and children alike at cinemas and other The prizes are certainly worth aiming for. Research
venues around the world. from Ericsson’s ConsumerLabs clearly shows
But what’s the actual substance behind the surface? that consumers are willing to pay a premium for a
Are we on the brink of a major change in the ways that high-quality viewing experience, while feedback
we make, distribute, display and consume media, with both directly from box-office takings and from wider
these first announcements just being the early ripples industry analyst reports shows a growing wave of
that warn of a fast-gathering tidal wave of change? interest in 3D – emphasized in a CES poll of 19,000
Or is this just a lot of hype? people where 50 percent said that they wanted 3D
in some form.
Looking into the future from the
reaLities of the present day
› 3D BROADCASTINg
› TV AND DEVICE MANuFACTuRERS
› 3D gAMINg AND OThER AppLICATIONS
ChaLLenges for the 3d industry
› A pROFuSION OF ChOICES
› BACkWARDS COMpATIBILITy
› CuSTOMER DECISIONS AND ThE gLOBAL MARkET
› CONSuMER ExpERIENCE AND uSABILITy
› SuppORTINg BuSINESS MODELS
understanding the teChnoLogy
options in deLiVering 3d
› FRAME COMpATIBLE
› 2D BACkWARDS COMpATIBILITy
› 2D + DELTA
› 3D-IN-2D + ENhANCEMENT
› IMpLEMENTATION TIMEFRAMES
› CONTRIBuTION 3D
› CONTRIBuTION IMpLEMENTATION TIMEFRAMES
eriCsson soLution area tV produCts
important standards bodies
Looking into the In all, around 18 3D films are scheduled for release
in 2010 and the infrastructure required to show them
is being constantly upgraded. Digital screens now
future from the account for about 15 percent of the world’s modern
cinema screen with over 55 percent of them equipped
realities of the with digital 3D. This deployment also seems to be
accelerating, with 3D screen deployments in 2009
present day having grown by 255 percent when set against
Cinema owners are also discovering that they can
Industry momentum is building behind 3D. Many
charge a substantial premium for a high-quality 3D
observers – partisan and otherwise –increasingly
experience, with ticket prices rising by around 25
seem to see the distribution and display aspects
percent over standard features.
of 3D as essentially an enhancement to existing
hD investment and innovation - and not the major In addition, there are other 3D opportunities that
technological discontinuity that some might expect. cinema owners may wish to exploit to expand their
revenue-generating base beyond the traditional
Let’s start by looking at some communities that
offering from the hollywood machine. A market
are already having a central role in the current 3D
does exist for significant documentaries and
jigsaw puzzle, including cinema and entertainment
nature and science programming as well as
content producers; broadcasters; consumer
event-based programming in sport, music and
electronics manufacturers; manufacturers of
possibly even religion.
3D Blu-ray content; and the wider gaming, mobile
and applications players.
Whatever the underlying facts and figures are, parents
around the planet will currently be suffering from
‘pester power’ at the hands of their children as each
new 3D blockbuster like Avatar or Alice in Wonderland
reaches their cinema – even though the latter film
actually had to be repurposed for 3D.
At the start of 2010, Avatar had already broken all
world records as the highest grossing film of all time
– and that was only 41 days after its release. While 3 3
only around a quarter of the cinemas around the world 2 2 2
were actually showing the film in 3D, takings from 1
these accounted for over half of the revenues earned
in the first weekend. In the longer term, “Avatar: The
game” shows the potential for 3D gaming spin-offs,
with the 3D-ready pC platform version scoring high
ratings for customer satisfaction when set against
other gaming systems without that graphics ability.
Figure 1 - Number of upcoming 3D releases scheduled by uS studios
* includes pixar productions
3D broadcasting through a specialized 3D channel – separate to its
normal hD channel – to take maximum advantage
While a few channels around the world have of the differences in production grammar and camera
experimented with 3D content for particular programs positioning required to optimize the 3D viewing
and specific episodes, these have used necessarily experience. key events that ESpN will be supporting
primitive viewing technologies and have been mainly during 2010 include 25 FIFA World Cup matches
based on sheer novelty value. and the college football ACC Championship, while
BSkyB in the uk has announced ambitious plans for programming for 2011 will also cover the BCS
its 3D strategy over 2010 and onwards, exploiting national championship game, plus college basketball
its existing strengths, capacity on Astra satellites, and NBA games.
investments in hD infrastructure and its already well- More broadcasters are also lining up and carrying
established 1.3 million base of hD-equipped premises out 3D trials and announcing firm plans for the
and households. In January 2010, the company carried coming months – such as Discovery Channel,
out a successful 3D trial, broadcasting a premier Cablevision, Verizon, Comcast and DIRECTV, with the
League soccer match to nine uk pubs and this service last offering three dedicated 3D channels to its uS
will be rolled to other pubs which already have hD subscribers for free.
subscriptions with BSkyB. Its 3D channel will initially
A flurry of announcements at the CES show in Las
be offered free to existing hD customers, while
Vegas in January 2010 shows the breadth of this
BSkyB is simultaneously pursuing an aggressive
momentum – a stark contrast to the very flat market
content acquisition strategy, including the production
in consumer electronics in 2009. The Discovery
of 3D content itself.
Channel announced its intention to partner with Sony
In Belgium, Belgacom is also adopting BSkyB’s trial and IMAx to deliver 3D channels, while panasonic is
strategy and will be broadcasting national league also partnering with DIRECTV to launch three hD 3D
matches to selected cafes and pubs fitted with TV channels by June 2010.
Samsung 3D TVs.
Continuing this focus on sport as an important
crowd-puller in the short term to help spread the word
about 3D’s potential, ESpN announced in March 2010
that it planned to cover around 85 events over the year
Complementing activities in the broadcasting space,
the introduction of Blu-ray-based 3D content also
looks set to spur customer interest still further. At the
end of 2009, the Blu-ray Disc Association announced
that it had finalized its Blu-ray 3D™ specifications,
allowing every player and movie supporting it to deliver
full hD 1080p resolution to each eye. Importantly,
this specification is agnostic as far as the display
technologies involved are concerned, supporting
3D across LCD, plasma and other platforms,
irrespective of which 3D technology is actually
used in the viewing glasses.
It is widely expected that 3D capability will become a
standard integral part of all Blu-ray consumer devices
within a few years, following a similar expected path
for Set-top boxes (STBs).
A number of films – such as Avatar – are already
scheduled for release in 2010 in 3D Blu-ray format,
while DreamWorks announced at the CES show that
it will issue its “Monsters vs. Aliens” film as a 3D
Blu-ray disk in an exclusive promotion with Samsung
TV and device
While content makers and broadcasters begin to
navigate their way out of the maze of 3D technology
choices, things are already starting to speed up at
the display end of the delivery chain with over 20 3D
TV models planned to reach market in 2010. historic
scepticism about the readiness of consumers to invest
in 3D TVs and STBs is being rapidly eroded, partly
by the huge revenue-driving success of recent 3D
launches in the cinema but also – and perhaps more
importantly in the long run – an expected rapid fall in
the actual costs of purchasing the required hardware.
Early on in 2010, Insight Media predicted that 3D Similarly, the emergence of social networking sites -
products would only carry a price premium of around from the avatar-inhabited ‘real’ world of Second Life to
20 percent against a standard 2D hD device – and the more two-dimensional environments of Facebook
that, based on experience with other consumer and MySpace – could provide additional demand at
electronics devices - that premium would erode the viewing end.
over the next two to four years. In hard terms, that
Finally come wider developments in the networked
translates into a fall in price for a 3D set from the
home. Increasingly being seen as the next battleground
current average of $1770 to $825 by 2015. At the
for customer loyalty by telecommunications service
same time, market sales are estimated to rise from
providers, ISp and broadcasters, is use of the
an annual figure for 2010 of 3.3 million to nearly 50
customer’s control interface on the TV to brand and
million by 2015.
enhance interactions with an increasingly wide range of
In terms of the actual viewing technologies that home applications such as entertainment, security and
will be used, most TV manufacturers see wireless- energy management will become ever more important.
enabled, active shutter glasses as the optimum route In this context, the ability to support 3D graphics in
for domestic use. The circular polarized glasses these interfaces and displays will increase service
currently used in cinemas are not suited to the home provider stickiness and loyalty.
environment and active glasses offer a number
of enhancements to the viewing experience, such
as brighter colors, a wider viewing angle and
3D gaming and other
As already stated, pC-based games have an
advantage over other platforms that use standard
TVs in terms of the graphic engines used which do
allow users to convert 2D games to 3D. It is currently
estimated that there are already around 300 existing
games that can be readily adapted to 3D through the
use of comparatively straightforward re-purposing
technologies. Indeed, there are even products already
available on the market that promise to do this in real
time, in the home for games, films and TV – though
these do require the use of wirelessly-linked ‘active’
glasses, another highly important technology choice
that will be covered later in this document.
Nintendo, for example, recently announced that it
will be launching a new, glasses-free 3D-capable
portable platform into the mass market early in 2011
that also offers full backwards-compatibility with
Around and beyond the more traditional gaming
applications lie other significant market opportunities.
Adult services, for example, have played a major role
in the mainstream success of first video technologies
and, later, the internet itself and many in the adult
content market expect 3D to play a similar role.
Challenges for A profusion of choices
the 3D industry
As will be covered in more depth in a later section,
broadcasters have a number of different options
available to them in terms of the technologies that they
‘extended family’ can use to distribute 3D content. Some may already
have invested heavily in hD platforms, while others
are still at a greenfield stage.
While the predictions from industry analysts are
being echoed by real and tangible investment in
programming content and broadcasting technologies
by the major players in those sectors, there are Integral to the technology choice issue comes the
numerous issues that remain to be addressed. Just as question of implementing 3D on legacy infrastructure.
all hardware and software in communications and IT Which options can give the fastest payback on
relies on shared clocks and synchronized activities, so investment – while simultaneously protecting
too must the many different parts of the 3D value fall future flexibility?
into line – and fit into the wider swings and changes in As highlighted earlier – and as is explored in more
customer purchasing behaviors, consumer confidence depth in the following technical sections – everyone
and domestic viewing patterns. involved must adopt a truly holistic perspective that
encompasses the entire value chain if 3D is to reach
market quickly and cost-effectively. Fortunately, a
series of first and second order standardization and
industry groups are well advanced in both developing
and coordinating the required content capture,
management, compression, security, transmission
and display technologies involved. A number of the
most important of these are profiled at the end of
Customer decisions and Some specific technical factors need to be taken into
account when delivering 3D, such as guaranteeing that
the global market frames and phase are correctly aligned across both
On one hand, customer purchasing decisions may be right and left channels.
delayed while there is apparent uncertainty amongst
mass market consumers about the appropriate
technology choices to be made – and the current Supporting business
20 percent premium involved when compared to hD
hardware. On the other, the huge publicity generated
by headline grabbing 3D sporting events and releases So far, all the services being offered by broadcasters
of films like “Avatar” – and the fact that broadcasters – or those in the planning stage – are being made
actually own a powerful promotional tool themselves available as part of an existing hD service subscription
– seem capable of eroding that market inertia fairly or on a pay-by-event basis. The ability of broadcasters
quickly, especially given the rapid falls in device costs to offer live-to-air 3D events is a valuable differentiator
mentioned earlier. when set against their competitors using other
As far as the wider economic picture is concerned,
it must be remembered that experience so far shows
that consumer spending on communications and
entertainment focused around the home either stays
stable – or actually increases – during a downturn.
Costs for entertainment expenses through a single
subscription or device are amortized across multiple
family or community members, while associated
costs for food and drink during an ‘entertainment
experience’ remain far more containable and
controllable than during a typical night out.
This in turn makes family budgeting much more
straightforward and stress-free.
In terms of the variations in the eventual shape of
the global market, the penetration of hD in North
America and Western Europe will raise some legacy
technology issues, while other markets will benefit
from ongoing standardization work.
The appearance of any new, radically different
technology often throws up unexpected issues
when it comes to ensuring that the end-user’s
experience is a consistently high-quality one –
and this is where broadcasters with hD platforms
can ensure their strategic dominance against
competitors in IpTV and cable who may be lagging
behind in technology deployments.
Television broadcast differs greatly from pre-packaged An example of ‘3D-in-2D’ subsampling and multiplexing, using
cinema or Blu-ray content, having to contend 1080i image format and frame-compatible side-by-side packing.
with an infrastructure containing numerous, often
independent, stages of content repurposing.
The advantage of a frame compatible or “3D-in-2D”
Essentially, there are two methodologies for delivering solution is that it allows the service provider to use
3D content: frame compatible 3D (“3D-in-2D”) and 2D existing content storage, play-out, and broadcast
compatible 3D. transmission equipment and - most importantly - their
existing deployed hD STB population to support 3D
services. Of course, the consumer needs to purchase
Frame compatible a 3D TV set and view the images using the included
Broadcast and Direct-to-home (DTh) 3D services 3D glasses (unless it’s an auto-stereoscopic display,
being launched in 2010 will be based on 3D content which will not be common for many, many years) in
that has been created from pre-processing separate order to see the picture in 3D. Existing 2D TV sets
left and right eye images in such a way as to appear to will render two separate 2D images (side-by-side in
existing broadcast equipment and consumer STBs as the example used in the above figure) with or without
if the 3D content is standard 2D hD content. the consumer donning any 3D glasses that happen
This is known as frame compatible 3D - or 3D to be in the home which is clearly not an acceptable
delivered in 2D infrastructure (‘3D-in-2D’). In the viewing option.
majority of cases, this will be done by using horizontal
resolution sub-sampling (spatial compression) and The disadvantages of this solution are:
then multiplexing the “half resolution-per-eye” images
The image has only half the resolution of normal hDTV.
together. The reverse process is employed in the newly
In the example above, horizontal resolution is reduced
announced 3D TV sets, where the TV set is aware that
- but other methods would reduce vertical resolution
the received 2D-compatible content involves, in fact,
instead or a combination of vertical and horizontal
left eye and right eye multiplexed images and internal
resolution reduction. While resolution reduction
post-processing (including up-sampling and left/right
has not had a major impact on current 3D movie
polarization) is done to render the images as 3D.
presentations in cinemas which use a similar method,
There are many possible spatial sub-sampling the industry is still actively studying this issue. While
methods defined, but the two most common are this may be acceptable at the consumer’s end of the
side-by-side (half-resolution horizontally) and broadcast chain, reduced resolution is not acceptable
over/under (also known as “top-and-bottom” or for production, post-production, editing, storage etc.
“half-resolution vertically”). At the Consumer More details on this aspect are covered in the Content
Electronics Show (CES) in January 2010 at least Contribution section later in this document.
six major TV manufacturers announced that they will
be shipping 3D TVs that support frame-compatible
side-by-side packing during 2010.
Additionally, this solution does not allow existing There is also a legacy issue with deployed STBs that
2D TVs to display a compatible 2D image and such do not support MVC or the higher resolution 3 gbps+
a service is 3D TV compatible only. A separate 2D hDMI (in particular hDMI 1.4 or later) that would be
service or program must be simulcast if the service required for full resolution hD 3D TV signals to be
provider wishes 2D TV users to view a full-resolution delivered from the STB to the 3D TV.
hD 2D version of the same content.
The two most commonly discussed 2D backwards
compatible methods are “2D+delta” (stereoscopic
The advantages of this solution are: MVC) and “3D-in-2D+enhancement”.
Operators can start to offer 3D services as soon
as they can source 3D content and have a 3D
pre-processor, a standard (2D) hD encoder, and 2D + delta
sufficient bandwidth for a hD service. The principle used here is that a 2D image - for
Operators can offer 3D services via deployed hD example, the left camera image only - is transmitted
STBs and do not need to wait for new decoder for use on 2D TVs, with a delta signal also transmitted
silicon to reach new STB designs before launching that contains additional view information with which to
3D services. Note that some operators have create a 3D image (i.e. create the right camera image
announced that their deployed STBs will have their from the left camera image and the delta data). As left
firmware upgraded to support 3D, and such upgrades and right images are very similar, the bit-rate cost for
will be performed in the background through the the delta stream may be only 40-60 percent more than
existing transmission channel with no consumer the 2D image, as opposed to double the bit-rate. The
involvement or negative impact. advantage of this solution is that a service provider
can offer a single service that can be displayed by
In the future, operators will be able to enhance their
both legacy 2D TVs as well as new 3D TVs. While
service offering by providing full resolution hD 3D
this may appear to be a good solution for greenfield
(Full 3D) to new STBs based on new decoder silicon,
deployments where 3D-ready STBs will be deployed,
while still providing 3D to their customers using
some factors need to be considered:
current STBs (3D-in-2D), by deploying a new 3D
video encoder. For more information on this please The production values and grammar of 3D and 2D are
see the 3D-in-2D+enhancement section later on. very different. Contrast the typical camera set-up at a
sports stadium for 3D - low angle, long distance shots
for good 3D effect – versus that for 2D - in closer,
2D backwards camera panning, and so on. As a result, the industry is
presently questioning the likelihood of a 2D production
compatibility being the same as either the left or right image of the
There are also industry efforts to deliver full resolution 3D production. If it turns out that separate productions
hD 3D TV to the home, as well as methods that are required in the majority of cases, the practical use
enable the same content to be used by both existing of 2D + delta is far less than ideal.
TVs (all 2D) and the new 3D TVs. This is known as 2D Early-to-market deployments, based on the need to
backwards-compatible or 2D-compatible 3D. use existing deployed STBs, will begin transmissions
The existing standard for Multi-view Video Coding with 3D images spatially compressed into a single
(MVC) – an amendment to the h.264/MpEg-4 2D image - or 3D-in-2D, as described earlier in this
AVC standard - provides a potentially interesting document. As such, there will already be a legacy
technology path for bit-rate efficient, full-resolution 3D deployment situation in the marketplace.
hD, stereoscopic (3D) transmission.
The latest generation of Blu-ray Disc players will
have MVC-compatible chipsets capable of decoding
full-resolution hD 3D TV, but the timelines for such
silicon reaching DTh STBs is currently unclear.
3D-in-2D + enhancement
The principle here involves transmitting the same 3D
image as used in early-to-market deployments (left
& right 3D images with spatially-reduced resolution
combined into a single 2D image), as well as the
additional information from an enhancement layer.
This contains the spatial information not present in
the base layer feed and delivers increased spatial
resolution of the two images that are finally presented
An MVC example where the right eye images reference the left
to the user as the 3D image. Due to a high level of eye images, so that either the delta or the enhancement stream
correlation, the enhancement layer bit-rate cost is requires less bandwidth than sending separate left/right streams.
The left eye temporal references are the same as in a typical 2D
substantially less than double the 3D-in-2D base AVC-encoded bitstream.
Further standardization of 3D, including improved
This solution will allow early adopter 3D customers MVC, is in progress as well, but the results of this
(3D-in-2D) to continue normal use, with no STB will be longer term, long after 3D services have been
replacement required. launched to consumers.
For new users, with new 3D-supporting STBs, then
both the base layer and enhancement layer streams
are processed together to provide “Full 3D”, involving Implementation
discrete, full resolution hD left and right images, for
use with displays that support full 3D.
Frame compatible 3D solutions can be launched
The service provider can therefore support both 3D
today, as long as careful consideration is given to
technologies (3D-in-2D and Full 3D) within a single
interoperability issues. As noted earlier, all of the
service. With the imminent implementation of new
announced broadcast/direct-to-home (DTh) 3D
3D signaling techniques now in discussion within
services that are planned to launch in 2010 will
standards development organizations (a proposed
be frame compatible 3D. production equipment
3D SEI message), there is a possibility that a legacy
already exists, existing 2D broadcast equipment and
STB will be able to recognize the 3D-in-2D format
consumer STBs can be used, and new 3D TVs are
and scale one of the views to 2D hD. The resulting
already available for sale, with more models being
image will be half hD resolution, of course, but at least
rapidly added over the next 3-6 months.
this would provide a 2D-compatible solution. If full
resolution hD 2D is required, however, then a separate 2D compatible 3D will first appear in Blu-ray
2D service or program must be simulcast. Disc players, although not much content will be
available in 2010. however, it’s likely that it will be
Discussions are on-going with content providers to
after 2011 before 2D-compatible 3D will be used
determine what percentage, if any, of productions will
for broadcast television for the legacy equipment
be done with common 2D/3D in mind, and whether
reasons explained earlier. Broadcasters launching
live productions such as sports events and concerts
frame-compatible services now will need to continue
will require a rethink on camera placement.
to provide frame-compatible 3D for the duration
of the typical TV set swap-out cycle. 3D-in-2D +
enhancement will therefore be more attractive to
markets such as North America and Western
Europe, while greenfield deployments will have
more flexibility and choice available to them.
As such, unless there is a break-through in common
3D/2D production, 3D-in-2D+enhancement will
likely follow frame-compatible platforms in late 2011
Contribution 3D For universal open contribution, the 3D content
must be transmitted with the highest fidelity and in
The issues for Contribution 3D applications differ a format independent of the broadcaster’s chosen
greatly from DTh, with the most important being the 3D DTh delivery method. One possible solution is to
need for the best picture quality possible - defined deliver dual-stream left eye and right eye images, by
as full spatial resolution, 4:2:2 chrominance, 10-bit synchronizing two encoders for transmission and two
precision, and other factors - and not compromising receivers/decoders for reception. This method enables
on these in the drive to reduce bit-rate or support full resolution hD 3D transmission of left and right
legacy equipment as inevitably has to be done for images, while maintaining their input temporal and
early DTh applications. phase alignment within an acceptable tolerance.
For single operator content coverage, some operators
may place a 3D pre-processing box on-site at the
event and use normal, existing (2D) hD-capable Contribution
DSNg equipment for backhaul. The 3D-in-2D pre-
processing could even be embedded in the existing
encoder. This approach has the advantage of enabling timeframes
3D contribution cost-effectively using existing
Dual stream (left eye + right eye) full 3D contribution
equipment. however, pre-processing the content
solutions can be launched in Q2 2010, as long
at the source will limit its value in post-production,
as careful consideration is planned for stream
distribution and future repurposing, so many operators
synchronization. Improvements in the synchronization
will likely choose to deliver full resolution left and right
method and equipment integration will follow in the
channels as illustrated below.
second half of 2010.
Advanced Modular Receiver
Advanced Modular Receiver
• Dual link HD-SDI • Dual link HD-SDI
• Frame Aligned • Frame Alignment
• Phase Aligned • Phase Alignment
MPEG-4 AVC HD Encoder
An example of an end-to-end 3D solution, showing dual-stream
contribution backhaul and 3D-in-2D DTh.
3D TV is a complex topic and early operator
deployments will require a detailed investigation of
need, market potential, legacy infrastructure and
assets and will involve separating out the 3D “hype”
from the “buzz”.
While the industry’s desire will be to implement 2D
backwards-compatible 3D in the immediate term and
initial discussions may involve a discussion of MVC or
other 2D backwards-compatible 3D options, Ericsson
believes that early adoption of 3D for DTh eventually
will end up with a frame-compatible 3D solution.
Another important initial discussion is to determine
clearly whether the 3D application is DTh or
Contribution (whether back-haul or front-haul) or both,
as the solution for each is very different.
Especially important in the Contribution link section is
the synchronization of left and right hand channels and
Ericsson solutions already deliver unique capabilities
in the receivers to deliver both frame-aligned and
synchronized 3D TV.
Regardless of the application, Ericsson has complete
solutions to offer today for both DTh and Contribution
parts of the value chain and is building on its existing
successes and awards in hD technologies, creating a
compelling road map for the future that will delight and
entertain audiences around the world and deliver new
revenues and strategic differentiators for broadcasters.
given the inherent complexity of the associated applications standards:
capture, creation, management, distribution, delivery
Advanced Television Systems Committee (ATSC)
and viewing elements within the 3D value chain, it’s no
surprise that multiple standards and industry bodies
Blu-ray Disc Association (BDA)
are involved in both developing standards for specific
sub-sectors as well as in coordinating and integrating
wider activities. Digital Versatile Disc Forum (DVD Forum)
Standards and industry bodies can perhaps be
Digital Video Broadcasting (DVB)
classed into what might be called first and second
order roles – though each has an equally important
part to play. Some concentrate on developing and International Telecommunications union (ITu)
defining fundamental, global standards, while others http://www.itu.int
may focus on specific application, industry or Society of Cable Telecommunications Engineers (SCTE)
regional sector work, interpreting wider developments http://www.scte.org
and providing their members with a voice in the Society of Motion picture and
wider debate. Television Engineers (SMpTE)
While Ericsson obviously plays a major role both in http://www.smpte.org
developing standards itself and in closely monitoring
relevant activity on behalf of its customers, it is
perhaps useful to chart out the significant groups
in the 3D community:
Consumer Electronics Association (CEA)
http://www.ce.org Ericsson provides award-winning TV solutions and
Joint photographic Experts group (JpEg) services that enable global media companies and
http://www.jpeg.org operators (cable, satellite, telco and terrestrial) to
deliver TV content, either directly to consumers or
Moving picture Experts group (MpEg)
for professional digital video content exchange.
With a broad suite of open, standards-based products,
Ericsson offers the highest quality solutions for
Digital TV, hDTV, VOD, IpTV, Mobile TV, connected
home, content management and advanced advertising,
based on industry leading technology and a strong
heritage in television.