Another dimension: C3D attempts to catapult 3-D into living rooms everywhere

Once a novelty in movie theaters where viewers were supplied with red- and blue-lensed paper glasses, 3-D is trying to make a comeback. But this time, it's finding its way to viewers' TVs.

California-based C3D Digital is taking a three-pronged approach to bringing the technology into the mainstream with its C3D Television Network, Hotel Movie Network and the 3D.com Web site.

C3D already has deals with three small cable companies - Visioncom, Telepro and Cable America - and is in talks with GTE Media Ventures and several major multiple systems operators, said Fernando Gomez, vice president of affiliate relations for C3D.

"It's a very compelling network," Gomez said. "There are a lot of mandates [in the industry] to provide something that's compelling, that's innovative." Offering customers the option of 3-D will give operators an edge over competitors, help them reduce churn and increase the penetration of set-top boxes, he said.

With C3D's Television Network, cable and satellite operators can offer subscribers 24-hour programming. The network features original programs from C3D that include extreme sports, animation and nature specials. The company also can convert existing, two-dimensional movies into the 3-D format, said Daniel Huertas, a consultant for C3D.

The 3-D technology works via C3D's digital imaging system, which includes two pairs of glasses, a remote control and a set-top digital converter. The company is encouraging cable operators to include the system's rental when subscribers sign up for the service at a suggested $9.95 monthly fee. Additional glasses can be purchased.

The glasses have come a long way since the days of paper arms and Saran Wrap lenses.

"The paper glasses that have been used to date put major strain on the eyes after an extended viewing period," Huertas said. Today, however, C3D uses glasses made with viewer comfort in mind. The "electronic liquid crystal display windows" are enclosed by plastic, basically resembling sunglasses.

"They're better than paper glasses because they're duplicating more closely how the eyes and brain interact in the vision process," Huertas said.

The glasses operate via a small watch-type battery that powers a shutter motion, which operates at 60 shutters per second. That motion synchs with the set-top box device to create the 3-D imagery as viewers see it, Gomez said. C3D is working with 14 different prototypes of glasses, with various styles.

"The knee-jerk impression you would get is that the glasses would kind of make you look dorky [or that] they may give you a headache," he said.

At least one analyst, however, still has his doubts. "I find it hard to [believe] that people are going to want to sit and put glasses on in their home and watch television with special glasses to see," said Clif Holliday, president of B&C Consulting.

The technology might be captivating at first but can quickly lose its novelty, he added. "Old 3-D had monsters jumping out at you. After the 19th time, it gets kind of old."

In addition, Holliday said, viewers still tend to regard TV as a peaceful experience. "If it's not a sitting down and relaxing kind of thing, it's a problem," he said.

But Gomez predicted that 3-D technology will appeal to early adopters, teens and young adults. "It's targeted to the MTV age group, with an additional four to five years on either side," he said.

C3D has big plans for the technology. It is not only working to have its digital imaging system incorporated into the set-top boxes of major manufacturers, its objective is to have all movies and TV content produced in 3-D, Gomez said.

"If you think about television, what's next after color... make it dimensional," he said. "3-D is no longer considered a gimmicky technology."