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Now that Blu-ray is well entrenched in the consumer market as the carrier of genuine high definition content to the home, it was inevitable that the standard should sooner or later become the media of choice for the next technological frontier - 3D stereoscopy. The surprise is how fast the Blu-ray Disc community enshrined a 3D BD standard. Even more surprising is the speed – the hurry? - with which the consumer electronics industry is embracing 3D. Who could have predicted earlier this year, when 3D developments were just mumblings, that we would be talking about a 3D Christmas?

Many authoring and post-production facilities, just home and dry with their Blu-ray investment, are taking crash courses is 3D production to remain competitive. Publishers large and small are wondering what it takes to "do" 3D. And there are already 3D consumer camcorders!

Barely fully formed, the pricetag of 3D hardware is already falling off the cliff. At this writing, 3D BD players can be grabbed for $65 in the US. In my supermarket here in the UK, the Blu-ray boxset with six Harry Potter films goes for £25! Is 2D BD already passé? Is there enough 3D content in the pipeline being produced to satisfy the market's gargantuan appetite? Is 3D the preserve of Hollywood studios or is it within the reach of independents? Is 3D only for blockbusters or are documentary makers ready to take the baton? Will publishers cut corner with cheap 2D-to-3D conversion kits  to rush content to the market? Can broadcasters compete with packaged media in bringing 3D into the home? How far – or close – are we from glass-free 3D stereoscopy? Will consumers hold their breath and wait for it?

All these questions and others will be addressed – and hopefully answered – at the second Blu-ray Disc Academy event taking place on 3-4 May 2011 in Hamburg, Germany. By May next year, the 3D BD market will have already evolved with signposts more clearly visible. That's the reason why the Blu-ray Disc Academy will be entirely devoted to 3D home entertainment. And to do justice to all the facets of this emerging market, we are dedicating two full days to dig into it.

Like the successful event last year, the 2011 edition will combined presentations and demonstrations by the pioneers who are pushing the technological and creative envelopes. In doing so, the Blu-ray Disc Academy will maintain its unique status as the place to be to gain the broadest knowledge of the 3D home entertainment market, to learn from those who are creating it, to explore partnerships and to turn information into commercial opportunities.

Over the next few weeks, we will be announcing speakers and companies anxious to showcase 3D in action. So, stay tuned!


Jean-Luc