3D TVs still a mirage for most Kenyan consumers

By MARGARET KAWIRA MAINA

Like any other country, Kenyans are a technology savvy lot, but deepening their knowledge base in this emerging sector is being slowed by high costs.

With the increased cost of living, a big number of Kenyans have been locked out of technological advancements due to pricing of the products.

Every new technology comes with high costs. It is only after the expiry of such technology with the help of competition that costs are reduced, thus opening a widow for them to access the equipment.

But despite cash problems, manufacturers continue to scramble for the Kenyan market with the latest technology on offer.

A good example is television which has revolutionised from the black and white screen to colour (analogue) and now digital which also encompasses 3D technology.

scramble for markets

Sony is the latest after Samsung, LG and Toshiba to launch 3D products for the mass market in Kenya.

The company, which launched it’s products last month, will be selling the 40-inch, 46-inch and 54-inch models at Sh229,995, Sh329,995, and Sh399,995 respectively, including two pairs of 3D glasses

To enhance the creation of 3D content, Sony also launched 3D game software and 3D enabled Cameras.

As the country edges closer to the festive season, it is the dream of most people to get entertained, a notion that has informed the latest aggressive marketing drive.

But from past surveys and the living standards of Kenyan consumers, all these may have limited impact.

A recent survey by African Development Research Series and Intermedia Survey Institute showed that television sets are not ubiquitous in Kenya and are more of an urban feature.

It reckons that while 63 per cent of urban Kenyans watch TV, only 25 per cent of the rural populations have access to the facility.The figure is 87 per cent for Nairobi region alone.

According to experts, it will take time for 3D television sets business to become a viable venture in the local marketplace.

"They are very costly," said Alex Gakuru, Chair, ICT Consumers Association of Kenya in a recent interview.

"Besides a few conspicuous consumption persons, how many Kenyans can afford to invest between Sh200,000 to Sh400,000 on a single TV?" he poses.

Gakuru believes that it would be viable option to invest in set-top boxes that transform ordinary TV sets to receive digital broadcasting signals.

"This is informed by demand from current analogue TV sets owners. Not only Kenyans, but actual producers of bleeding-edge technologies are prepared for this transformation," he says.

Daniel Obam, a communications radio technology expert at the National Communications Secretariat, Kenya says there are no TV channels broadcasting in 3D nor is there sufficient content available for TV viewing.

"It is being said that 3D has only become popular due to the release of popular 3D feature films such as Pixar’s Up and James Cameron’s Avatar," he adds.

Avatar is a science-fiction film that scooped $2.7 billion in sales and uses additional depth provided by the 3D to produce a refined picture output.

killer content

However, Gakuru believes Kenyans will embrace the technology if it delivers "killer content" that is desirable.

Obam, however, cautions advertisers that they might find it difficult to produce adverts suitable for 3D TVs because of the exorbitant costs.

On the other hand, media owners have to look for funds to invest in equipment for production of 3D programmes.

"They also have to invest in 3D transmission equipment as well as train staff in operation and maintenance of 3D equipment.

It may take time for Kenya to be ready for 3D content, but as to how many Kenyans will buy the sets, only time will tell."

The writer is a Masters student in Communication Studies at the University of Nairobi