UK public-service broadcaster the BBC has indefinitely suspended its 3D programming, citing a “lack of public appetite” for the service.
The BBC’s head of 3D, Kim Shillinglaw, admitted the technology had “not taken off” in an interview with the Radio Times magazine.
In 2011, the BBC launched a two-year 3D trial, with broadcasts including the London 2012 Olympic Games. Half of the estimated 1.5m UK homes with 3D-enabled sets tuned into the opening ceremony on July 27 last year.
However, the trial will end this year and Shillinglaw said: “After that we will see what happens when the recession ends and there may be more take up of sets, but I think the BBC will be having a wait-and-see. It's the right time for a good old pause. I am not sure our job is to call the whole 3D race.”
The men’s and ladies semi-finals and finals from the 2013 Wimbledon tennis championships were shown on free-to-air 3D by the BBC, culminating in Andy Murray’s Centre Court triumph over Novak Djokovic yesterday.
Coverage was available to viewers with access to a 3D television set and the BBC's HD Red Button channel on the Freeview HD, Virgin Media, Freesat and Youview platforms.
The BBC’s announcement comes after Fifa last month said it is considering dropping 3D broadcasts of the 2014 World Cup. World football’s governing body cited US sports broadcaster ESPN’s recent decision to close its 3D television channel by the end of the year as a factor in support of its reasoning.
Murray's straight-sets victory on Sunday generated the largest audience on UK television so far this year, with BBC One attracting a peak of 17.3 million viewers (and a 79.6-per-cent audience share) during the match.
An average 12.1 million viewers watched the BBC's entire coverage of the final – a 73-per-cent audience share.