Strategy for Diffusion of 3d Tv in India

       Strategy to increase the diffusion rate of 3-D TV in India

                                                                                 Anshuman Mahanty

Since, the common Indian customer has only very recently made the switch from Standard-definition TVs to HDTV, pushing them to go for 3D TV is surely going to be a surmounting task. Thus firstly, let us classify some of the possible barriers we have:

• Inertial market
• Lack of available 3D content
•  Supplementary requirement of 3D-compatile glasses

The strategy to increase the diffusion rate of 3D TVs in India should be such that it negates the aforementioned barriers as well as capitalizes on the target market, which largely comprises of:

• People in the Tier-1 cities where there’s a greater likelihood of availability of 3-D content as compared to smaller cities.
• People in their mid-20s to late 30s, who have started or starting a new family; because families with kids are likely to buy a 3-D TV for the gaming features.
• Young customers who are keen on grasping onto any new technology that’s out in the market.
• Professional gamers as well as sport-watching enthusiasts who can redefine their gaming or watching experience with a 3-D TV.

Keeping the barriers and the target audience in mind, I propose the following strategic points:

1. There’s a large section of home entertainment-product customers in India who buy a new technology just for the sake of possessing a status symbol that differentiates them from their peers. It has to be driven to them that 3D TV is a cutting-edge technology for the future that they ought to have to be ahead of the times and stand out from the rest.

2. The availability of 3-D content itself has to be accelerated. This can be achieved by partnering with content providers and television channels to produce their shows in 3-D. Big entertainment houses like Sony or Zee could be partnered with to develop packages of products for the market incorporating 3D content from them and consumers could be offered the full package for the ultimate home-entertainment experience by combining content and product.

3. Sport being a genre of television programs that could see high demand for live 3D broadcasting, tie-ups with sport event organizers and broadcasters could be carried out and the possible win-win scenario wherein the event markets the 3-D TV product and the product markets the event should be put across to them.

4. Partnering with popular gaming consoles to access all of their gaming technology and combining it with the 3-D technology and other audio-visual qualities in the TV has to be implemented. A strong marketing of the product as not just a television but also a gaming station would help in luring in a large potential customer base. Gamers being affinitive to new technologies that enrich their experience, could thus be a big market, particularly during the initial stages of diffusion where there is a lack of television content compatible with 3-D.

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