FIFA and Sony to Launch First Ever Global 3D Experience of the FIFA World Cup(TM)
LONDON, April 8, 2010/PRNewswire/ --
Following the initial joint announcement to make the world's first FIFA World Cup(TM) available in 3D, FIFA and Sony Corporation today unveiled insights into what the football fans around the globe can expect from this innovative undertaking to add a third dimension to the football viewing experience. Coinciding with the rapidly growing consumer interest in 3D fuelled by the release of blockbuster movie titles in 3D and impending launch of 3D TV sets for the home, the first ever FIFA World Cup(TM) in 3D will further capture the excitement for millions of football fans around the globe.
With a total of seven pairs of Sony's professional HDC cameras on rigs at every match (model: HDC-1500), the action on the pitch will be captured in a stunning 3D quality enabled through its proprietary multi-image processor (model: MPE-200) and 3D Outside Broadcast truck. Sony's cutting-edge processor, the only one in the market to date, makes an end-to-end workflow possible in the production process and automatically adjusts the depth-of-field to ensure an unprecedented and optimal 3D viewing experience around the world. Starting from the FIFA Confederations Cup last year in South Africa, Sony has been working on enhancing the 3D capturing of fast-moving football action and has since conducted a number of 3D filming trials in Europe.
3D filming will be realised at five out of the 10 FIFA World Cup stadiums: Soccer City and Ellis Park in Johannesburg, Durban, Cape Town and Port Elizabeth. 25 matches in total will be filmed and broadcast in 3D, which will include a carefully chosen selection of those games expected to attract most public attention, including the opening game on June 11 at Soccer City (South Africa vs Mexico) and the crowning final game on July 11 also in Johannesburg. Other games to be captured in 3D are:
In line with FIFA's and Sony's endeavour to make this new exciting 3D viewing experience available to as many football fans as possible, a dedicated global 3D public viewing project will debut at this year's FIFA World Cup. Eight matches will be fed live to digital cinemas and selected venues in 3D HD quality around the globe. To this end, FIFA has appointed Swiss-based Aruna Media AG to manage the exclusive 3D cinema and entertainment venue rights for live games in 3D. Aruna plans to broadcast live 3D coverage of matches to around 26 countries and is in advanced discussions with several major markets.
Reaffirming its leading position at the forefront of the emerging 3D market, Sony is the key technological enabler of this new viewing experience and enhances the excitement of football fans, either watching a football match live in the stadium or enjoying a new 3D experience through 3D TV channels or at the public viewing events around the world. "Sony has long standing credentials in the creation of professional 3D technology and content for theatrical use," said Hiroko Saito, Deputy General Manager of Global Sponsorships, Sony Corporation. "True to our strategy 'From the lens to the living-room', we are actively involved at every stage of the 3D value chain and proudly draw on the strengths of the '3D World created by Sony', which encapsulates our expertise in professional solutions, consumer electronics, movie making and gaming alike. We are very excited to capitalise on these strengths and to be able to complement our compelling 3D proposition by bringing an entirely new viewing experience to the world of football through our partnership with FIFA," Saito added.
Complementing the 3D live broadcast and public viewing activities, the general public will also be able to exclusively enjoy the 3D promotional trailers shown on Sony 3D BRAVIA TVs in around 4,000 Sony-affiliated retail stores worldwide, including 200 Sony flagship stores (total number of Sony-affiliated retail stores: 1,500 in North America, 1,300 in Europe, 500 in Japan, 200 in Asia, 200 in Latin America, and 30 in South Africa). Furthermore, Sony Pictures Home Entertainment today unveiled plans to produce and distribute the official FIFA film in 3D on Blu-ray Disc this year.
Source: Sony Corporation & FIFA
Posted by Shane Sturgeon, April 8, 2010 8:24 AM
About Shane SturgeonShane Sturgeon is the Co-Publisher and Chief Technologist of HDTV Magazine, an industry publication with HDTV roots going back to 1984, when Dale Cripps founded The HDTV Newsletter. Today, HDTV Magazine is a leading online resource for HDTV news and information and captures the eyes and imaginations of over 3 million visitors annually. Mr. Sturgeon has a background in information technology and has served in various consulting capacities for Fortune 500 companies such as J.P. Morgan Chase, Verizon Communications, Proctor & Gamble and Nationwide Insurance. He has a Bachelor of Science in Computer Science from Wright State University.