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The marketing and advertising resource • March 20n • Issue N° 75 • www.communicate.ae
Get in the game: Sport 360's Michael Chalhoub on the paper's play
book Page 64
Phygital focus: FP7's Tom Roychoudhury on how Egypt organizes
protests Page 68
Strong Lynx: Steve Lane on his hopes for this month's big awards
show Page 34
How technology Is changing television and what advertisers can do to keep up
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Last month the MENA Cristals kicked off the Middle East's awards season. Communicate joined the party to bring back the news, gossip and controversy. Plus a showcase of winning work. (Page 42)
Roll with it
It's not all sex, drugs and rock and roll for Rolling Stone Middle East publisher Waref Hawasli. He's interested in advertising too. We find out Who's buying space in his magazine, and why he's banking on a brand audit. (Page 48)
There will be flood
When it rained in Jeddah in January, the waters rose and wreaked havoc in the city. Agency staff were stranded in their offices or left swimming to dry land. We speak to ad execs to find out how they coped. (Page 36)
Call of the wild
COVER STORY I MARCH 2011
Television is changing, We speak to industry experts to find out what advances we can expect to see in the Middle East by Sidra Tariq
Remember when you had one telephone and one computer at home that every member of the family shared? Now mum, dad, brother and sister all have their own cell phones and laptops, with the added convenience of portability. Until a few years ago, television was also a static, shared device. But as technology developed, and prices - of hardware and bandwidth - dropped, people started to consume video content on desktops and laptops as well. Now you can have your own personal TV too, and not just in your bedroom. Smart phones and tablet devices such as the iPad can play recorded videos, and even stream live broadcasts directly to your hands, wherever you are.
Over the following pages Communicate talks to regional experts about what direction TV will take in the next five to 10 years, and how viewers will change the way they consume content. We also look at what methods advertisers will have to use to reach their audience.
Bassem Massoud, regional managing director of Magna - a media agency, part of the Middle East Communications Network (MCN) - says, "Even in most advanced markets, with multiple options, people still watch TV for an average of three to four hours per day."
According to our experts, television will see some major developments around the world within the next decade, but the region will not see a dramatic change any time soon. One development that will certainly be seen is that viewers will have more choice and control over what they want to watch and how they want to watch it.
Below, we look at developments, trends, issues and changes that will shape television consumption.
HIGH-DEFINITION TELEVISI0f)! (HDTV)
Melwyn Gonsalves, group media director at media agency UM, says the development we are most likely to see first in the region is a growing presence of high-definition (HD) television. "This is quite prevalent in markets such as the US and Europe, but still in its nascent stage in the Middle East," he says.
"American Networks such as ABC, CBS, NBC and Fox have channels being broadcast in HD. British networks such as BBC and Sky broadcast in HD. A total of about 60 channels are available in high definition," he adds. "And we don't have more than about five HD channels in the region."
"Of all the major trends being discussed, 3D TV is by far the biggest and most promising," says Gonsalves. Lack of availability of good 3D content and the hassle of using 3D glasses are limiting factors, he adds, but these are being slowly addressed. While 3D TV will be the "biggest push" worldwide, uptake in the region will be slower. (See "Raise your glasses," page 30, for more on 3D TV.)
Gonsalves predicts the killer development is going to be Web-connected television, also called Internet TV. Consumers will be able to access the Internet and video content online through their TV sets, via built-in technology or set-top boxes.
Such technology can enable viewers to search for content online and view it at their own convenience. They will not have to be tied to scheduled programming, and content providers will be able to make consumers' viewing experience more interactive.
Convergence of TV and the Internet has been tried by many companies, but Gonsalves says a recent venture by Google, Sony and Intel seems ....
Communicate I 21
novations Forum in Dubai. He tells Communicate that people in most countries will use the Internet to fragment their television watching.
"We'll use YouTube, [online video channels like] Hulu and Netftix, and Google TV and lots of others, to watch specifically what we're interested in," he says. "For example, political shows, or shows on how to fix your motorcycle, or travel shows, because they are available in those fragments."
Cable TV streams hundreds of channels into our homes, but most of them do not match our tastes well enough, he says. "On YouTube, you can create your own channel that only has a heavy metal band from China, or whatever you are interested in. Many of us will be using the Internet to pretty much take care of our entire watching needs - except for what's not available, such as real-time sports and so on."
REEL LIFE. 3D TV will see the biggest push worldwide, with manufacturers vowing to address the hassle of using glasses
to show the most promise of success. "Sony will make Internet-connected TV sets powered by Intel Atom chips. Google will provide the operating system and system software. Logitech is working on a line of keyboards that would replace remote-control units," he says.
"The benefit for consumers is that they will be able to search for TV shows using Google searches - searching not only for titles, actors and other [production details], but also for dialog (by searching closed-captioning streams)," he adds. "Google will also introduce an app store, which will provide applications to enhance the TV viewing experience. This will also allow consumers to share their TV viewing experiences on social networks with their friends. Another important fall-out is that TV scheduling will be taken over by consumers. You could have an app that allows you to decide what you see, when you want to see it. TV apps are going to change the TV broadcast landscape."
Lex Bradshaw-Zanger, regional director for digital strategy and innovation at creative agency Leo Burnett in Dubai, also predicts convergence. "Five to 10 years from now, we're going to see this complete integration of what we see as TV on the Web or video on the Web. There are lots of these sort of Web-connected TV s coming out - beyond just Apple TV or Google TV."
"When things like Apple TV and Google TV take off, in the next two to three years, we're going to see the Web on TV in a much stronger position," he adds. "And then maybe when you get out to a five-year horizon, you'll start to see people integrating the technologies."
Gerd Leonhard, a Switzerland-based media futurist and CEO of The Futures Agency, spoke at the recent Omnicom Media Group Media In-
CEO at Starcom Mediavest Group
UM Dubai Group media director
BASS EM MASSOUD.
Regional managing director of Magna
22 I Communicate
VIDEO ON DEMAND
lain Jacob, CEO for Europe, the Middle East and Africa, at Publicis Groupe media agency Starcom Mediavest Group, says video on demand (VOD) will also "supplement and replace some of the traditional television viewing."
VOD is a system where customers can pay to watch content from a library of movies, programs and other types of video. It has VCR-style functions such as rewind, pause and forward. The content can be streamed through set-top boxes that can be connected to the television, or via computers or other devices. It is widely available in the region already.
Georges Dabaghi is general manager of On Demand Group, the content aggregation and management subsidiary of SeaChange International, II>
MARCH 2011 I COVER STORY
and the providerofUAE te1co du's VOD technology. He says, "The traditional route of watching TV that is of entertainment value has largely been through media where you get the content broadcast to you, which means you do not have a choice in selecting it. And it is programmed at certain time frames to reach you."
VOD gives users the flexibility to watch content when they want, and gives them the option of watching or continuing it at a different time, S he adds, saying, "The technological advancement and the consumer habits and behavioral change puts VOD as a very credible business case and a very credible mode for watching - for any aspect of information or entertainment criteria that you are trying to offer."
ON- THE-GO TELEVISION
Mazen Hayek, group director of PR and commercial at the Middle East Broadcasting Network (MBC), a free-to-air pan-Arab news and entertainment broadcaster, says out-of-home viewing and multitasking will gain ground in the future, "especially among young audiences - who don't consume media the same way the older generation does."
This audience is on the go more, he says.
"Mobility is important. They have smart devices, they have mpegs, they browse blogs and vlogs, and they look for the unexpected when consuming media. They don't look for a set of patterns, they don't look for a set of grids."
"These are the challenges and this poses the issue of migration of audiences between old media and new media in the future," he adds.
"I'm talking about it being in 10 years' time in the Arab world, but it can be witnessed today in the West. We really need to sharply target the content on TV and to customize it and make it available across multiple platforms and multiple touch points."
GERD LEONHARD. Mediafuturist and CEO of The Futures Agency
24 I Communicate
CATERING TO ALL SIZES
As people watch content on different platforms - especially small-screen devices such as smart phones - it may become important for broadcasters and content providers to ensure that the content is compatible with the device it is being viewed on.
"From a broadcaster's standpoint, you can no longer produce content for TV and adapt it for other devices," says Hayek. "It's content that you produce originally for TV, and you have to produce it differently - with different cameras, different sets of script and treatment - for a smart device, or for another form of delivery."
Hayek offers the example of viewing MBC news channel AI Arabiya on a BlackBerry in its regular television form. "As much as I love to watch AI Arabiya, I cannot read the crawler, I cannot read the breaking news, I cannot see the stocks, and I cannot tell what's happening on the screens," he says. "It is impossible for me to watch it as it is. So adaptation in this case is a no-go."
"You have to have a feed that is practically produced for the smart device," he says. "It might work in the case of a soap, or a program like a comedy, but people consume media on the devices differently from the way they do on a TV at home. There are differences in lengths, durations, places, attention spans, so the content has to be totally different. A half-hour format on TV that is top-rated might have to be a five-minute format delivered to a mobile phone. It might not work as a 30-minute, even if it is very successful on TV, because people's consumption habits and patterns are totally different on those devices."
Gonsalves says that while consumers increasingly want to be entertained on the go, bandwidth is a limitation. "But as you find 3G and 4G systems developing, you'll find that people will be able to do more of that on the go," he says. "Eventually, I foresee people being able to view TV through their spectacles, wherever they are. It will require
COVER STORY I MARCH 2011
, the convergence of MyVu [a firm that makes portable viewing glasses) technology with 30 mobile service, and you'll have TV on the go."
While TV will become more fragmented and targeted, viewers are unlikely to migrate en masse to a new platform, particularly in this region. Hayek says that while some prefer having choice, "People in Arabia and MENA trust professional broadcasters to produce for them and practically tell them what to watch and when to watch it. It's like when you go to a restaurant and have a 300-page menu, and you ask the waiter, 'What is the dish of the day?' or 'What do you recommend?'"
However, Johnny Khazzoum, managing director of media planning and buying agency Mindshare Bahrain, says that people now like to have more control over what they watch. "There is nothing like 'prime time' any more," he says. "If you look at the consumer nowadays, what we have is called 'my time.' Basically, the consumer will decide when to watch TV, and which kind of program he wants, and he will make his decision on that basis; especially with the technology available. We have video-on-demand, Tivo, and pay-per-view, so it's not like the old days when the family sat in one room watching one specific series. Everyone can decide how, when and where to watch any specific program."
The Futures Agency's Leonhard says, "The choice is huge, but you need a new programming guide. Most people will not make their own guides, so there will be people who make guides for others - journalists, editors, broadcasters, experts. But it will be very fragmented. So if you are really into animals and nature, there will be somebody curating that. But it will be from all over the world, in whatever language you want,
and it will be simultaneously translated using technology as well."
The entertainment experience will clearly be affected by the choice and flexibility technology has to offer viewers, says Magna's Massoud.
"Certain segments, such as youth, will watch more content on digital platforms, and with timeshifting options, we may start seeing some 'reverse generation influence,' whereby youth help their parents in watching TV, through recording their favorite programs. Yet older generations will continue to watch their live or recorded programs on a TV set," he says.
In the region, TV will remain the dominant source of entertainment for a long time, says Hayek. "You have issues that are intrinsic to the Arab world that make the rapid growth of new media one that is rather gradual," he says. "This is a region that has poverty, high illiteracy rates, low PC penetration per capita, low broadband penetration per capita, and a developing te1co infrastructure."
Arabic content accounts for no more than one percent of the Web, he adds. "So, as an Arab, if I want entertainment - breaking news, movies, series - I still go to TV because that is my dominant source of all premium content."
So as more choices come along for viewers, the term "watching TV" may not fully describe what we will do in the future. The concept of watching will remain the same. But instead of only watching "TV," viewers will be consuming video content ~ be it on a television set, a computer screen, a tablet device, or a smart phone. And while we may not always flock to the one television set in our living room, the viewing experience can still be a social one, with interactivity and shared experience staying a key part of the way we consume moving images. •
MAZEN HAYEK. Group director; PR and commercial, Middle East Broadcasting Network
General manager of On Demand Group
Get with the
How are advertisers keeping up with the technological advances affecting television? by Sidra Tariq
7echnology seems to be playing games with I advertisers. Marketers manage to master a form of communication with customers, then just as they sit back to enjoy it, a new platform comes along and the learning curve begins again.
That's what is happening with television. Consumers don't watch plain old TV these days; they watch video content. The shift is subtle, but can make a big difference to brands keen to engage those one-time couch potatoes. On the previous pages we've seen some of the ways viewing habits - around the world, as well as in the region - have been changing, and will continue to change over the coming years.
Here we examine the flip side of that coin. As TV viewers embrace emerging technologies and shift to different platforms to consume content, reaching them becomes a game of cat-and-mouse. Communicate talks to planners, buyers, and content providers to find out how advertisers are reacting and adapting.
For years, the region's TV industry has been plagued by a paucity of measurement. Those who have watched the TV industry long enough will heave a sigh of relief that not one of our interviewees mentioned people meters. It's not that a lack
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of international-standard measurement facilities doesn't keep industry execs up at night; but as our focus is strictly on the future of TV, it seems that the inadequacies of the region's viewer-auditing technology could become just a painful memory as digital advances render it a moot point. Detailed viewer data will be available by default.
Johnny Khazzoum, managing director of media planning and buying agency Mindshare Bahrain, says that in the future, telecom companies will play an important role in how advertisers reach viewers - and what marketers know about their audience. "These days the telecom companies have access to all the houses when it comes to cable TV viewing," he says. "They are the providers of TV content through cable viewing. They have access to [information such as] family size, age, gender, nationality, interests and hobbies. It's something they collect as part of their database whenever someone subscribes to a [TV or mobile phone] package."
SPECIAL SERVICE. With such data being available, Khazzoum says the future will bring more behavioral targeting, when ads during a com-
mercial break are tailored to cater for different viewers. He gives an example of two men watching the same TV program in their own homes. The first is married with young children, while the second is single. During the same ad break, the married man views advertisements for diapers, while the singleton is served an ad for a sports car.
Bassem Massoud, regional managing director of Magna - a media agency under the Middle East Communications Network (MCN) - says that in one form or another, "the 30- or 15-second spot will continue to be an important marketing tool in the future."
Khazzoum agrees, but says that while the spot is cost-effective because of its wide reach, it will no longer be sufficient on its own. Advertisers will need support from "digital, the different media mix, the experience with consumers, and engagement," he says.
High-quality data tracking is becoming more and more important, says Massoud. "Advertisers and agencies have started to - and will continue to - track trends more closely," he says. "If viewership is going to shift significantly, then adequate systems are required to measure viewership across platforms
to quantify the total viewership, and eventually design strategies and build plans accordingly."
"Additional work will be required on a daily basis to further build expertise on how to manage these platforms on behalf of our clients," he says. "We have to follow consumers, who follow content, and we need to be ready to reach these consumers wherever they are. How far this will go depends on how much of a shift there is in viewership habits."
Khazzoum says behavioral targeting will also help reduce clutter. He gives the example of a one-hour show that attracts 10 advertisers. Those advertisers currently take up 20 minutes in the hour, but all that advertising may not be relevant to every viewer. So, by serving ads to the viewers who find them most relevant, and showing different, equally relevant ads to others, the 20 minutes of catch-all advertising can become 10 minutes of tailored messages.
COME TOGETHER. Web-connected TV is another attractive area for the adventurous advertiser, as companies try to bring the Internet and TV experience together. With the convergence of the two mediums, advertisers will be able to learn more' about the end user, says Lex Bradshaw-Zanger, regional director for digital strategy and innovation at creative agency Leo Burnett in Dubai. "If we want to be able to monitor, down to individual households, what people are watching and how they interact, we'll be able to do that."
"The gatekeeper for that information will be whoever actually owns the connection with the household," he says. "It could be the telecom operator or satellite operator. We'll be able to [access real data], just as on websites we can get down to real data about what people are doing, how long they are spending, and how many repeat visitors we are getting. "
But while these TV developments mean new platforms for advertisers to explore, they also mean viewers will have more control over what they watch. And with this control comes the option to skip advertisements - especially on Web-connected TV and video-on-demand, where viewers can search for and select what they want to watch.
Advertisers, however, can still find ways to include ads in video content online. "Pre-roll and post-roll [advertising] is a classic example," says Bradshaw-Zanger, "When you go to a sponsored video online, you see a 10- or 15- or 30-second spot before what you are going to watch. The advertisements can also be inserted within the video and at its end," he says.
"You see a lot of this on online video channels like Hulu and ABC."
INSERT HERE. Advertisers can reach video-ondemand customers with the help of ad insertion technology, says Georges Dabaghi, general manager of On Demand Group, the content management subsidiary of SeaChange International that provides UAE telco du with its video on-demand service. The availability of space depends on the owner
COVER STORY I MARCH 2011
ON THE BOX. Consumers don't watch TV anymore; they watch video content
of the content, he says. Some content may have 30-second windows within it, and in other cases the ad can run before or after the video. Ads can also be inserted in an L shape around content on the screen. "You can use the background of the screen to further advertise. It's all about the exploitation of screen, and inside the content as well. All this is formulated by the content owner and furthered by the operator," he adds.
Technology aside, Massoud says there are other methods advertisers can use to be visible in a "cluttered and fragmented media landscape." Advertisers can establish a presence behind high-value, entertaining programming, be it general entertainment or sports, when audiences expect advertising to be exciting to watch. "A good example is the Super Bowl," he says. "Despite the idea that people have the option to skip ads, they love to watch the ads every year for their high entertainment value."
Advertisers can also use interactive ads to engage viewers, he says. "At the end of the ad, a simple multipleichoice question is asked about the product that was advertised, and people have the opportunity to answer the question through SMS or the box. Global studies show that if you have to think about a certain ad to answer a question, you will pay more attention to the ad, which means higher ad recall than with regular advertising."
PLACE SCHOOL Product integration with programming content is on the rise. "In its different formats, branded entertainment is always a good opportunity ..
Communicate I 27
to provide relevant exposure to the brand, provided that the integration is done in a proper manner. The trend is growing globally, and the number of product placements inserted into television shows is soaring," says Massoud.
Melwyn Gonsalves, group media director at MeN media agency UM, agrees that product placement is a trend that will increase in acceptance. Apart from product placement, there will be a lot more messaging happening during the show, he adds.
"[Nowadays] the messages during the break happen, but while you are watching the content they are already promoting the next show, or are promoting another channel in the same group."
The way messages are delivered through video content will become more sophisticated, especially with Web-connected TV, says Gonsalves. He gives the example of an ad crawler about a product being used in a show. An example on YouTube shows an episode of US comedy series The Big Bang Theory. One of the characters is using a laptop, and a crawler ad for his computer runs at the bottom of the screen. Viewers can click on the crawler to get more information about the laptop. The technology can even allow viewers to purchase through the TV.
Bradshaw-Zanger says a similar level of interaction will also be available within commercials. "You'll see a TV spot about a car and you'll be able to click on the link to go to the website for more information.
"Potentially, we [as advertisers] will already have your data or even connect you through a video call straight to a dealership. There is so much more you can do when you think about connecting all th~ pieces together," he says.
As more viewers watch video content on the go and on various platforms, advertisers will have to develop different ad formats for new screens such as smart phones and tablet computers.
Managing director of Mindshare Bahrain
28 I Communicate
SLOW START. "Sadly, not enough work is being done on this front," says Gonsalves. "Adoption of alternative formats for advertising has been slow. Most clients are still using the old formats for new media. Clients and their agencies are still coming to terms with the various formats thrown up by digital media, so the development of new media has been slow - if at all. Media
I owners, too, are still experimenting with different types of advertising opportunities that best suit their medium. There's a lot of work that still needs to be done."
Gonsalves says it will take around three years to get a better idea of what works best for each medium.
Massoud says, "Some brand agencies are building and enhancing their capabilities on this front; they are getting better at creating ads specifically for these new platforms, taking into account the inherent characteristics and strengths." But, he adds, "At a broad market level, the trends are still not significant enough for advertisers to start developing different formats. However, if this trend gathers momentum and we reach significant levels of viewership behind different platforms, then creative adaptation and format adaptation will follow automatically."
Mazen Hayek, group director of PR and commercial at the Middle East Broadcasting Network (MBC) - a free-to-air pan-Arab news and entertainment broadcaster - says it all boils down to whether advertisers are willing to pay an "extra dollar gross rating point" to customize the content and alter the format for the different platforms. "That is yet to be seen," he says.
So there is clearly a lot to watch out for in the next few years. The industry will be tuning in to see how advertisers will make their way beyond the living room. •
So, whether it is in movies, gaming, or other content on TV, people are investing a lot of money and actually creating new content that people can use."
But Lex Bradshaw-Zanger, regional director of digital strategy and innovation at creative agency Leo Burnett, doesn't expect the technology to grow as much as some predict. "For certain early adopters and people who've got home theater systems set up, 3D may make a difference," he says. "But I think for a mass-market consumer, that is going to take a long time."
"When you have a medium with a user base as large as TV's, it's very difficult to get people to change their equipment, because it is an investment for them. It's stilI a capital expense that you have got to replace your TV. And a regular TV costs around $300. You need these things to break or to wear out before you replace them," he says.
Raise your glasses
Avatar may have signaled the start of a 3D TV revolution I but is the region ready to embrace those technological changes? by Sidra Tariq
In December 2009, millions of people around the world flocked to cinemas to watch Canadian director James Cameron's science fiction epic, Avatar. For some, the attraction was that it was the most expensive film ever made. For others, it was the chance to see the Na'vi, the humanoid species indigenous to the film's fictional planet of Pandora.
But, for a large group of people, it was the idea of watching the most expensive film ever made, with blue human-like creatures, in three dimensions (3D).
While 3D cinema technology has been around in one form or another since the 1950s, it has seen a resurgence in recent years, and reached a peak with the movie's release. Since Avatar, a number of content providers have started to develop 3D material, and electronics brands have been rolling out 3D television sets.
3D TV will be the "biggest and most promising" television development in the world in the next five to 10 years, says Melwyn Gonsalves, group media director at media agency UM in Dubai. "This is primarily because a lot of people want it and a lot of industry participants are investing money in it.
Regional director of digital strategy and innovation, Leo Bunett
30 I Communicate
QUALITY COSTS. "HDTV [high definition television] took a long time to take off because, yes, there is a definite difference in the quality, but I'm not going to spend another $300 to $500 to Ii>
pairs of glasses with every 3D TV set. Most families today are an average of four people, so, obviously, that is not going to work."
Manufacturers are working to lose the glasses, though. "Toshiba showcased a 3D TV without glasses last October at the CEATEC electronics show in Japan," says Gonsalves. "The only limiting factors are the distance and angle of viewing, which will soon be addressed with advances in technology."
Philips, too, has the technology, he says, where a person can watch 3D TV without glasses, from a very short distance.
He adds, "Companies have started investing on that front and there have been developments as far as glasses are concerned. Once that moves out of the way, you'll have a lot more people going and buying 3D TVs."
Marketers are also gearing up to address 3D. "Advertisers have already started creating ads in 3D," says Gonsalves. "In the Middle East, advertisers including Philips, BMW, and Total Lubricants run ads in 3D, albeit only in cinemas. As more movies get released in 3D, the number of advertisers investing in the medium will increase."
3D may be adopted quicker if it can piggyback on other emerging technologies. BradshawZanger says, "If we can launch everything in one go - 3D, Internet-connected TVs, or media centers or home cinema centers - then maybe there is a way for economies of scale to kick in and we get into that replacement lifecycle. Then people can take it on quicker."
It may take time for 3D TV to flourish, but the trend seems to be catching. With hit movies Piranha, Toy Story 3, and Tron: Legacy adopting the technology, that immersive experience may be coming to a screen near you. •
GLASS ACT. 3D is back, but manufacturers are working hard to lose the glasses currently needed to view the growing trend
replace my TV just to get the better quality," Bradshaw-Zanger says.
Gonsalves acknowledges that the 3D TV trend will not explode in the Middle East in the next five years, but thinks it can be a starting point for the platform to develop further on a global level. "Currently, the biggest limiting factors are the availability of good 3D content and the cumbersome 3D glasses," he says.
However, this is being addressed. Gonsalves says, "On the content front, major Hollywood studios have increased the number of 3D movies being released. So far, there are about 185 titles available in 3D, with about 73 movies in the pipeline this year. Game developers such as PlayStation and Xbox are investing heavily in 3D games. On the user-developed content front, a lot of electronics majors such as Sony, Panasonic, and JVC have introduced lines of 3D camcorders, so consumers can create and share 3D content. Broadcasters, too, are getting their act together. At least two of them - Sky and Virgin - have launched dedicated 3D channels in Europe."
Bradshaw-Zanger, however, says costs associated with 3D content can be limiting - particularly in the region. "Arabic content is already behind Western and English content. So, if you've got the hurdle of creating content that is going to cost money to produce, and creating content in Arabic, which is also going to cost, I think we are going to see a much slower uptake of 3D TV."
CLEAR VIEW. Gonsalves says one of the biggest developments the next five years will bring is the elimination of 3D glasses. "One of the key limiters has been that people find the glasses too cumbersome. Normally you get about two
DEPTH OF FOCUS.
Several manufacturers have launched 3D camcorders
32 I Communicate
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