Sony Corporation and FIFA (Fédération Internationale de Football Association) today announced an agreement for selected media rights of the 2010 FIFA World Cup in 3D.
Up to 25 of the 2010 FIFA World Cup South Africa matches will be produced using Sony’s 3D professional cameras, which will provide coverage of the action that is unprecedented in depth, vividness and excitement to people around the world.
FIFA will utilise Sony’s experience and know-how of 3D content production to spread the passion inside the stadiums at the greatest sport event in the world to more people than ever before. From 2010, Sony will be incorporating 3D compatibility into a wide range of consumer products such as “BRAVIA” LCD TV, Blu-ray Disc recorders and players, VAIO and PlayStation3, to provide a multitude of ways in which 3D content - from 3D movies to stereoscopic 3D games - can be enjoyed in the home.
By having viewers around the world experience sensational 3D content from the World Cup tournament, Sony aims to accelerate the expansion of 3D from professionals to consumers in 2010 and beyond.
“The transition to 3D is underway, and, we, at Sony, intend to be leaders in every aspect. Our sponsorship of the FIFA World Cup allows us to leverage our cutting-edge 3D technology and premier products with dazzling content to produce a unique and totally compelling viewing experience,” said Sir Howard Stringer, Chairman, CEO and President of Sony Corporation.
“3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person.
“This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport,” said FIFA Secretary General Jérôme Valcke. “We are proud that the FIFA World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.”
Viewers will be able to watch 3D experiences during the 2010 FIFA World Cup, at “International FIFA Fan Fest” public viewing events in 7 cities around the world (Berlin, London, Mexico City, Paris, Rio De Janeiro, Rome, and Sydney). At Sony’s commercial displays located within the “Fan Fest,” people will be able to enjoy and experience promotional highlight trailers of the FIFA World Cup in 3D.
Viewers will be able to watch promotional trailers for the film of the World Cup in 3D at retail outlets (including Sony stores) that sell Sony products around the world.
Sony Pictures Home Entertainment plans to produce and distribute the Official 3D Film on the Blu-ray Disc and other formats.
I just watched the World Cup semifinal between Spain and Germany in 3D at my local cinema in Westfield mall, Albany, Auckland. It was almost unwatchable due to the amount of crosstalk between the lens. That is, each player had a very visible shadow (especially in long shots, which constitute most of the game) that was due to some of the light intended for the right eye also entering the left eye (similarly for the right eye). This was especially apparent for the Germans, since they were wearing white (higher contrast against the green field). This made the picture appear like a very highly ghosted traditional TV signal. The only parts of the action that looked great in 3D were shots from the sideline or behind the goal, since then the two images of each player were almost merged and so the ghosting was less obvious.
This is a fatal flaw of the current technology, and I think that Sony and the cinema owner should be very embarrassed about this. The idea of live 3D sport broadcasts is a great one, but they won't become popular among potential viewers until better lenses/technologies are developed.
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