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?


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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