The ascent of 3D?

Following quickly on the success of Flying Swords of Dragon Gate, the first 3D wuxia (martial arts) movie, China has just launched its first 3D TV channel. Many Chinese are applauding the move, as it "is the first time Chinese television producers stand at the same starting line as the rest of the world," according to an article published in Nanjing-based Xinhua Daily last week.

Provided by State-run China Central Television (CCTV) and supported by five local broadcasters, the channel, called CCTV 3D, started trial broadcasts on January 1. In addition to regular programming like sports, animation, documentaries, nature programs, and entertainment shows, the channel will present two special events, the 2012 Spring Festival Gala and the 2012 London Olympics, in 3D.

The craze over 3D has spread throughout China, where people have had to wait years for new technologies to be introduced inside the country's borders.

Now, Chinese are among the first in the world to experience the latest in entertainment.

A ready market

An increased domestic demand for 3D televisions was predicted by the State Administration of Radio, Film and Television (SARFT) before CCTV 3D officially started broadcasting. And judging from statements from customers, SARFT was right.

Ever since James Cameron's Avatar created worldwide 3D fever, a number of 3D IMAX movies, such as Toy Story 3, Harry Potter, and Flying Swords of Dragon Gate, have thrilled audiences. But many Chinese are beginning to purchase their own 3D systems to avoid having to pay for 3D experiences at the theater.

That is why Xing Hang, a young web editor and movie lover, feels lucky that she can now watch as many 3D movies as she likes at home.

"Despite the screen being smaller than those in cinemas, it has almost the same effect as watching a 3D movie in the theater," Xing told the Global Times after watching her first 3D movie on a television. "Besides, the environment is more pleasant. It's quieter and you don't have to worry about loud audience members."

Over the last few weeks, many people have responded to the announcement of the new CCTV 3D channel by purchasing their own 3D televisions.

A customer surnamed Ren explained that she originally planned to buy a standard television for her new apartment, but after learning of CCTV 3D, she decided to buy a 3D television.

"Televisions are good for a few years. And if in just a couple years all the channels become 3D, a normal TV will be too out of date to use," said Ren, adding that a 3D television is not much more expensive today than a standard one.