Head of 3D Kim Shillinglaw has become the latest BBC executive to question the consumer appetite for 3D.

Shillinglaw is leading the BBC’s two-year trial into the production and distribution models for the format.

“There’s a further dimension [to the trials], which is assessing whether people will ever want to consume 3D wholesale,” she said. “My gut feeling is that 3D is a ‘high days and holidays’ experience for most people. They want to opt in to 3D for a particular experience, such as the final of Strictly, rather than watch 3D continually.”

She added: “This may change with the advent of glasses-free displays and the audience trend towards greater visual immersion.”

Other BBC staffers to have queried the 3D TV experience include director of sport Barbara Slater and executive sport producer Paul Davies.

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