ESPN 3D a flop, will continue into 2011

Technology director unsure of investment returns.
Is it curtains for ESPN's 3D hopes?
Is it curtains for ESPN's 3D hopes?

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One of ESPN's leading figures has admitted that its 3D venture, the imaginatively-named ESPN 3D, is a flop. Yet the channel will continue broadcasting in 2011, as the network giant explores how to make money out of it.

"We're still not sure what makes sense for 3-D TV, and we don't yet see a proven ROI (return on investment)," Jonathan Pannaman, senior director of technology, told the Sports Broadcast Europe conference in London last Thursday (Oct 28).

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