Alex Zaharov-Reutt
Friday, 01 August 2008 16:01
Opinion and Analysis
Page 2 of 3
Telstra already supplies “2D” screens in retail environments at point of sale, and uses its Next IP network to keep the screens updated with new content.
Telstra partnered with PDM (Prime Digital Media, part of the Prime TV group) to be able to offer the 3D TV screens to retail, enterprise and government, in the same manner, along with more Telstra “Next IP” network tie-ins.
The screens can then be updated with new content on a regular basis or even in real time, from a central location. I asked if the screens could also get content sent via Next G wireless, and new video could be delivered that way too, if desired.
So part of Telstra’s motivation is to promote and sell its Next IP services to business, which is hardly surprising: it’s a big part of what Telstra does, after all, and this technology will be a driver of Next IP business for Telstra.
Telstra has already received interest from advertising agencies wanting to use the technology, and given Telstra has the manpower, the networks and its partner PDM with the know how to create 3D video, the business case becomes clear.
One immediate application that I thought of while seeing the screen would be for cinemas to use it to promote upcoming 3D movies.
Given the growth in 3D movie making, with IMAX 3D cinemas in Australia, and both IMAX and Real D cinemas in the US, and more movies being made in 2D and 3D versions, why not let cinema goers see 3D trailers in cinema foyers?
Of course, it seems like an obvious idea, so I was surprised when the Telstra representatives acted as though they hadn’t thought of it, but whether they had already thought of it or not, we’re all about to see a lot more 3D TV advertising screens around from now onwards, especially if advertising agencies are interested.
I asked if Telstra would install the screens in its “T-Life” flagship stores, and the answer was that they would very likely appear there, but that the next installation would be in Telstra’s “Experience Centre” at 400 George St in Sydney one of Telstra’s many Sydney CBD offices.
As for any moves to get 3D TV happening over at Foxtel, I was told anything like that would be a long way off.
So what is some more of the technical information behind the 3D video creation process that PDM would be involved in, and technical specifications of the screens themselves? Please read on to page 3.
