What's in it for viewers?
3D TV viewed using cardboard glasses is fun for about five minutes. Once the novelty wears off, the glasses feel awkward and the colour looks distorted. While certain shots suited the format, it was easy to forget the picture was meant to be 3D. Also, the distribution of the glasses was limited to the week before the episode, so they were not available on the day of broadcast.
What's in it for advertisers?
There were no 3D ads around the show, so glasses had to be removed to view the ad breaks. Brands that ran commercials included Foster's, Nissan, TalkTalk and Panadol. The episode generated an average of 321,000 viewers - in line with the usual weekly ratings, suggesting the 3D element was not a sufficient draw to boost the audience.
Virgin 1's broadcast came as Sky prepares its 3D channel, while the launch of 3D-ready TV sets is planned for early 2010.
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