While the movie and the consumer electronics industry may be getting excited by the prospects of stereoscopic 3D, with the exception of a few channels that have been announced, it seems that the rest of the broadcasting sector is largely unprepared for stereo vision. Yet people have been fascinated by the prospect since the invention of television. The technical capability is clearly now with us, but the challenge lies not in the technology but the understanding of stereoscopic production, which remains something of a dark art. There is also little apparent appreciation of the actual viewing context and social environment of television, or the process of perception in the viewer, even among those making the displays. Is 3D simply a diverting illusion, in which case the early adopters will be disappointed, or will it become the next big thing, in which case broadcasters will need to sort out their strategies? Do let me know your views.