Have a myARF account?

Thought Leadership


This is a guest post by Ira Schloss, longtime friend of The ARF and Chief Explorer of Opportunities. The topic was inspired by cool new technologies we saw at #CES2016.


At CES 2016, all the major players (Samsung, Panasonic, Sony, LG, Hisense) were again exhibiting their latest and greatest wares. Many new shapes and sizes of TVs were on display with higher definition — on larger, brighter and curved screens.

  • In many instances entire walls were covered with multiple screens to hammer home these points to attendees who saw them from as far away as several hundred feet.
  • The key to its success will not be dependent on the creation of 3D media. Instead, it has an auto-converter box that converts 2D content into 3D — again, without the need for any glasses.

Ultra-D (StreamTV Networks?) introduced a proprietary new 3D display technology that does not require one to wear those annoying 3D glasses to view content. And it could be applied to all types of displays ranging from TVs and PCs to smartphones and tablets! 

Stream TV Networks Booth

So What?

Consumers will have far more control than ever about not only when they watch, but also how or on what device they watch anything.

  • Entertainment, sports, news, video games and more will continue to move from new screen to new screen as broadcast and streaming content delivery evolve.
    The importance of features and specifications of viewing devices also appeal to ….  various segments, depending on what and where they are viewing content.
  • Consumers will soon be able to easily watch whatever they want — in 3D!
  • Choices will include DVDs, Blu-ray, cable or satellite, on panels with LCD, LED, OLED or plasma.
    Unlike many of the “evolutionary” products that permeated CES, this technology represents a “revolutionary” breakthrough, not unlike when color TV changed the black and white viewing experience.


Now What?

Screens on just about every device will soon be enabled with 3D viewing capability. Combined with all the shapes, sizes and other features of new TVs, every member of a household will be able to have a unique viewing experience.

At the same time, each new form of enhanced TV viewing represents yet another opportunity for TV and other content providers (traditional broadcast, streaming, videos and games) to offer new and more creative advertising to take advantage of these changes.

We will witness product placements, as well as advertisements to showcase them, in more vivid, realistic and compelling ways.

Outside of the home, stadiums and arenas with enhanced tv screens will be able to improve the viewing experience of large groups of sports and music fans alike with closeups of the action, replays, and of course, more engaging advertisements.

  • Just imagine the 51st Super Bowl (for those who care, Roman numerals will return with “LI” in 2017) along with its ever-popular, often groundbreaking advertisements throughout the game if they were broadcast at your party in 3D!