Sony has given every aspect of 3D a huge shot in the arm with its deal with FIFA on Thursday, Dec. 3, to broadcast up to 25 matches of the 2010 World Cup in 3D starting in June.
It’s just this kind of high-profile programming that it will take to drive sales of everything from tickets for 3D theaters to purchases of 3D-enabled TVs and Blu-ray players. Sony, Panasonic and others plan to introduce the first 3D-capable TVs and Blu-ray players for the consumer market next month at the Consumer Electronics Show in Las Vegas.
Sony, an official FIFA partner, signed a media rights agreement to deliver 3D images from up to 25 matches of the 2010 FIFA World Cup South Africa™.
But since such there will be no viable market for 3D TV broadcasts as quickly as the start of the World Cup on June 11, live 3D broadcasts will be made available in Sony booths at FIFA events in Berlin, London, Mexico City, Paris, Rio de Janeiro, Rome and Sydney in June and July, with highlights shown in Sony showrooms.
FIFA is working on whether live theatrical broadcast rights will be offered in the coming months.
In the past year, companies such as Fox Sports and Cinedigm, and ESPN have experimented with showing live 3D sporting events in movie theaters at premium prices of $2o or so. British satellite TV service Sky announced last summer that the company would introduce the UK’s first 3D channel in 2010. BBC has said it will broadcast a portion of the 2012 Olympics in 3D from London.
Sony Pictures Entertainment will produce and distribute the official 3D film of the 2010 FIFA World Cup South Africa™ after the event. It’s not clear if that film will get a theatrical release but a 3D Blu-ray version will be released by Sony Pictures Home Entertainment. The timing of the film release has yet to be announced. The home entertainment industry has yet to even finalize technical specifications for home 3D, which were expected earlier this fall. Those specs are expected to be announced any day because the industry is scrambling to all the anticipated home 3D product announcements at CES in early January. Companies like Sony and Panasonic have not waited on finalization of the specs but have created their 3D products in anticipation of technical requirements.
“This… 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.”
“The transition to 3D is underway, and, we, at Sony, intend to be leaders in every aspect,” said Sir Howard Stringer, Chairman, CEO and President of Sony Corporation. “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. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person.”
— Scott Hettrick