On June 11, 2010, ESPN officially launched its 3D network, tied directly in to its exclusive coverage of the FIFA World Cup. The network, backed by Disney, which produces many of its films in 3D, has committed hundreds of millions into the development and growth of the category.

However, one year later, 3D TV remains difficult to sell to a mass market and, according to ESPN’s top digital executive, will have limited mass appeal until one major breakthrough happens: Being able to watch 3D TV without those dreaded and cumbersome glasses.

“Until you can have the 3D experience without the glasses, it will be a niche [category],” said John Kosner, svp and general manager of digital and print media for ESPN.

Kosner, speaking at the Digital Fan Marketing Summit in New York on June 8, did not say when ESPN – which is building its 3D system in conjunction with Sony – would be able to make its 3D network available to viewers sans glasses. Although he stressed that ESPN is fully committed to 3D, he also said, “It will take a while to grow. [And even then] it won’t be what HDTV is.”

Although the technology is being worked on, it will not be here soon. According to Samsung, among the major global companies producing 3D TVs, glasses-free equipment is not likely to hit retail for another 10 years.

Toshiba is testing two such TVs in Japan, but they come in only 12-inch and 20-inch screens, defeating the purpose of 3D TV sports excitement. Toshiba concurred with its counterpart, saying that mass production on larger sets that do not need glasses for the U.S. is “years away.”

According to ESPN, its 3D network is currently available to about 65 million homes. However, it is not known how many of those homes actually have 3D TVs. According to the Consumer Electronics Association, 1.1 million 3D TVs were sold in 2010. The CEA said it anticipates sales to increase 67% in 2011, but that would mean only 1.9 million more 3DTVs added to the mix.

ESPN has aired more than 100 events in 3D since last June, according to Sean Bratches, evp-sales and marketing for Disney and ESPN, including the in-progress 2011 NBA Finals. Upcoming on ESPN’s 3D schedule are the 2011 MLB All-Star Game and Major League Soccer’s “World Football Challenge,” both in July.

ESPN and other media companies are committed long-term to 3D, including Discovery Communications, which is working with Sony and IMAX to expand its recently launched 3net 3D network, which is available only on DirecTV Channel 107.

But the big 3D or not 3D TV questions are: How many marketers are committed to producing commercials in 3D? And how amiable are viewers and consumers to 3D TV at all?

ESPN has said that in order to present the best consumer experience, ESPN 3D would only air commercials originally created in 3D. To date, only a handful of companies, aside from movie studios, video game companies and ESPN promoting their own 3D products, have gone that route. That includes Visa, Gillette and Sony.

As for consumers, although surveys agree that consumer awareness is rising, especially among sports fans, they also agree that actually taking the step to buying a 3D TV or adding 3D capabilities to an existing set is still an obstacle.

According to a survey released late last year by consulting and accounting firm Deloitte, NY, 83% of respondents said having the option of 3D would not inspire them to buy a new TV. And to Kosner’s point, 30% simply don’t like wearing 3D glasses.

Specifically, Deloitte reported that the consumers it surveyed said that 3D glasses, beyond being annoying, were a “barrier to the multi-tasking” they do while watching TV, including using their computers and reading.

ESPN’s Kosner was a bit more optimistic. “There will be some amazing technology coming in the next three-to-five years,” he said at DMI11. “If you are a sports fan, you want to watch the best quality on the latest technology available.”