3D TV is 'not a gimmick': Sky COO
on Jul 1, 2010

3D TV will not be a passing fad and is being incorrectly dismissed, according to Mike Darcey, COO of UK pay TV operator, Sky.

Speaking at the IEA Future of Broadcasting Conference in London, Darcey said that the continued growth of the pay TV sector was dependant on such innovations.

“Some people are not convinced about 3D, believing it to be a passing fad, a bit of a gimmick,” he said. “That’s fair enough, and they are entitled to their view. But I suspect that they are roughly the same industry sages who were questioning the significance of HD in the not too distant past. That time around, while many in the industry were sceptical, Sky took an early bet on HD and we bet big. So far, we’ve invested around US $750 million to build Europe’s leading HD offering.”

Darcey also dismissed claims that sport was the sole driver of the pay TV industry.

“Looking towards sustaining pay-TV success longer-term, it’s not just about sport. Yes, it continues to be an important piece of the pay TV jigsaw. And yes, it was the infamous ‘battering ram’ for pay-TV in its infancy, when it needed to assert itself on the UK broadcasting landscape. But the world has long since moved on – and although sports is still a major part of what helps define our service, there are many people for whom Sky Sports is not the only factor in their decision to subscribe,” claimed Darcey, adding that the English Premier League – the centre-piece of its sports line-up – accounted for just five percent of viewing on the platform.