CBS is unwilling to produce 3D television programming–even sports– unless it scores a sponsor to underwrite the effort, reports our friend David Goetzl in MediaDailyNews.
"As we go into 3D, there really is no way that my boss or our company is going to allow us to get into the technology unless it is paid for," says CBS Sports executive Ken Aagaard.
According to the article, "With Panasonic apparently footing the bill, CBS took a swing at streaming 3D into the home with the U.S. Open in late summer, including the men’s and women’s finals."
The story adds, "Also, Anheuser-Busch has shown that marketers outside technology might spend on 3D-casts. It serves as a backer of college football on the ESPN 3D network. Looking to spur more interest, Aagaard spoke to a group of CBS sales executives Wednesday about the potential for 3D TV, hoping they will begin to think about ‘how can we monetize this … how is this a sales opportunity for us?’ "
CBS spent millions to upgrade to high-definition programming without seeing an equal profit, the story says, which is one reason why the network is unwilling to make another gamble, according to Goetzl’s article.