By Mark Sweney
Last Thursday, Matt Rajah, a 28-year-old business consultant from Bethnal Green, east London, made a little bit of TV history. Rajah was the first member of the British public to buy a 3D TV. Films such as Avatar and sports programming (plugged relentlessly by BSkyB) have enticingly evoked what a 3D TV in every home could mean for consumers, advertisers and manufacturers. The benefits of the World Cup for the media industry have been well-documented, and Rajah’s purchase marks the start of another shot in the arm for advertising (Goldman Sachs recently sent ITV’s share price soaring by predicting ad revenue could rise 10% this year). Sony, LG, Panasonic and Samsung are set to spend tens of millions of pounds in their efforts to woo consumers to buy their TVs in what has been dubbed a “3D summer” for the high street.

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