3D will not become ubiquitous – BBC Worldwide

In an exclusive interview, Salim Mukaddam, VP of Music Television at BBC Worldwide, has clear optimism about the future of the 3D format but questions the business model for 3D television.

By Max Allen

Salim Mukaddam and the BBC Worldwide team will be bringing three new exciting 3D music titles to MIPCOM this year – Britney Spears’ Femme Fatale Tour, Alice Cooper’s Night of Fear (pre-sale) and Elbow: Live on Air. Here, he explains more about BBC Worldwide's 3D music titles, why 3D is not for every genre plus how 3D is going to be a much more viable/cost effective option going forward.

3D Focus: Can you provide a brief summary of the 3D content you will be offering at MIPCOM this year?  

Salim Mukaddam: We have three incredible new music titles that we are launching at MIPCOM. The first is Britney Spears’ Femme Fatale Tour. It was shot in August in Toronto Canada and produced by 3Ality. Epix will premiere it in the US in November and BBC Worldwide is distributing the title for the rest of the world. The second is Alice Cooper’s Night of Fear. This is being produced by Toucan Productions for Sky in the UK and Eire and BBC Worldwide for the rest of the world. The show is being shot at Alexandra Palace on the 29 ^th October and an ‘as live’ edit will be available for broadcasters the next day in case they wish to air on Halloween. Finally, another production for Sky in the UK is Elbow: Live on Air. This is an HD-Music/Globe Productions co-production. It was screened by Sky in the UK and again BBCW will be distributing for the rest of the world. Further information on all three shows will be available at MIPCOM.

3D Focus: BSkyB seems to be in commission mode now and work with a few key partners as does 3net. With that in mind – what are your markets? online? connected TV? games consoles? mobile? … 

Salim Mukaddam: In respect to our music titles, both Britney and Elbow are linked to consumer electronics brands and will potentially appear on hardware. BBCW will be concentrating on the TV element with respect to these shows. The Alice Cooper show is available for use on consumer electronics products and we are actively pursuing these conversations.

3D Focus: What do you think is needed to push the 3D TV industry forward? Poll after poll suggests people are not as keen on 3D as was hoped – Is this going to always be a niche format? 

Salim Mukaddam: The need to wear glasses is still a limiting factor, especially in a household environment, however with regard to Music in 3D, once people experience it, we believe it is something they will return to and seek out.

3D Focus: Co – Founder of CAMERON | PACE Group recently told 3D Focus that, in order for 3D to be a commercial concern, it has to be so good that people will be willing to pay a premium to watch a show or subscribe to a 3D channel. However, good 3D content can cost considerable money. Won’t this stall the industry?

Salim Mukaddam: James Cameron said something similar at the Abu Dhabi Media Summit this year. 3D is not right for every genre. It’s not something that will become ubiquitous. But where it does work, in the realms of action blockbusters, major natural history series and for concerts where you get the effect of being on the front row of the venue, then it’s worthwhile. As to making money from the format, the jury is still out as to whether it will be profitable when produced solely for television and not cinema.

3D Focus: What are you hoping for from MIPCOM regarding 3D programming? Is BBC Worldwide  in selling mode or acquisition mode! (or both!)

Salim Mukaddam: From a music perspective, definitely both. The 3D titles we are bringing to MIPCOM are the first from our genre and we’ll be making sure everyone is aware of them. At the same time, we’re really keen to acquire more great music titles, whether in 2D or 3D. The key is that the programme has to work as a 2D title first for it to be a compelling 3D offer.

3D Focus: Are you focusing on overseas markets right now with the UK being so dominated by Sky in the 3D space? 

Salim Mukaddam: With respect to the music titles, two of them have already aired on Sky, so we will necessarily be focused on the ex-UK market. Britney has not and so we’ll be looking for a suitable UK partner for that show.]

3D Focus: Do you think the quote, “There is not enough content” rings true anymore?  - 

Salim Mukaddam: Yes. It’s still prohibitively expensive to produce and for 3D genres like music. The jury is still out on whether the uplifts available from licence fees are enough to justify the extra expense. However, the new technology coming through from the likes of Sony and Panasonic is likely to make 3D a much more viable/cost effective option going forward.

3D Focus: Is BBC Worldwide planning or currently repurposing any of your content for smaller screen 3D devices such as the 3DS, Optimus or EVO? 

Salim Mukaddam: For music, possibly. It depends on demand.

3D Focus: Is there a make or break time period? For example, if in 5 years 3D has still not made a splash it’s time to accept that 3D will always be for niche audiences? 

Salim Mukaddam: In simple terms it depends on the uptake of the technology by consumers. If enough consumers are able to consume 3D content in their homes, then it will cease to be niche. If you have the option of watching the same concert on Sky 1, Sky 1HD or Sky 3D, you are likely to watch it in 3D.

BBC Worldwide are currently working on three multi-million pound 3D films – Walking with Dinosaurs 3D, Life and Africa 3D. You can read more about that story here. 

 

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