David Hill has seen the future of television, and it has a third dimension.
The Australian-born supremo of Rupert Murdoch's Fox Sports empire in the US says the illusion of depth will change the nature of television.
"The big (plasma) screens have made a huge difference to television viewing habits, no doubt.
"Maybe if HD (high definition) had not come along, the internet might have taken over but I don't think HD is necessarily going to save television. I have always thought that HD is just a stepping stone to 3D," he says.
"3D will change everything and it is not that far away from being reality."
Hill is among those who believe that 3D television that does not require viewers to don awkward 1950s-style glasses, will be on the market within a few years.
He has already begun experimenting with 3D broadcasts, renting the cameras from Titanic director James Cameron, who has been leading the Hollywood charge to 3D.
"The results have been fantastic," he says.
"For instance, I think it is going to save the sport of boxing. We did a very ordinary bout from one of the Indian casinos (in California) and it was unbelievable. You are right in there in the ring with these guys."
Hill concedes that "you do need awesome audio" to fully take in the experience, but adds that "overall, what I am seeing is unbelievable".
Across the entertainment spectrum, from filmmakers to studios to electronics giants, the race is on to bring 3D to the market. Cameron and fellow A-list directors Robert Zemeckis, Steven Spielberg and Peter Jackson are all working on 3D projects while Philips has said it hopes to introduce a HD, 3D TV within two years.
DreamWorks SKG co-founder Jeffrey Katzenberg recently defended 3D from "Luddites" who say it is just a fad. "Digital 3D has arrived and, I believe, will eventually become the standard because, quite simply, human beings see in 3D," he says. "It's pretty breathtaking stuff. Digital 3D is very real, enriching the film-going experience in truly phenomenal ways.
"This is why many of the industry's greatest directors are currently working on 3D projects. "Initially, as with colour, the economic bar for 3D is high, so for the foreseeable future many films will continue to be produced in 2D. But, eventually, I believe that all films will be shot in this remarkable medium."
Media Man Australia Profiles
Fox Sports
Australian Sports Entertainment
