3DTV Mass Adoption in the United States and the National Football League

Abstract

Purpose was to examine how mass adoption of 3DTV in the United States as the next major step in TV evolution could take place, after the technology recently failed in the 2010s. Answers to the research questions focused on understanding what conditions for mass adoptions would need to exist and how the National Football League TV transmissions could support the adoption process until when. An integrated literature review defined inhibiting factors to adoption related to technology, health, content, marketing strategy and price. Solution paths were proposed. Rogers’ diffusion of innovation theory and the Bass model were applied in a comparatist perspective, comparing 3DTV to historical adoption pat-terns of both HDTV and color TV. The comparatist approach proved to be very useful, as forecast models ignoring historical adoption patterns usually failed. Findings revealed that most American households could possess 3DTV sets by 2032, if Avatar sequels would kick off another cycle of 3D cinema, followed by 3DTV re-introduction. NFL TV transmissions were found to be perhaps the single most important factor to motivate Americans buying 3DTV sets and supporting mass adoption. The study encountered limitations, related to the Bass model. Also, findings from the American market would need to be adapted carefully to situations in other countries, before generalizing them.