The U.S. Open has become the latest major sporting event to get the 3D treatment, courtesy of Panasonic, DirecTV, and CBS Sports.
CBS Sports, which worked with partners to provide 3D coverage of The Masters golf tournament earlier this year, will produce the first-ever 3D broadcasts of all the Arthur Ashe Stadium matches that it broadcasts in HiDef on Labor Day Weekend and on Finals Weekend, September 10-12. These matches will be made available nationwide via DirecTV’s exclusive dedicated 3D entertainment channel, n|3D Powered by Panasonic (DirecTV channel 103).
Last month’s Major League Baseball All-Star game was produced by DirecTV for n3D. Other sports to get 3D coverage this year include NASCAR (TNT), carried by DirecTV, and the X-Games (ESPN). Panasonic also recorded this year’s French Open and the Winter Olympics in 3D.
The U.S. Tennis Association (USTA) also announced today that Panasonic has become an official sponsor of the US Open in a new three-year agreement.
Panasonic will have three 3D viewing galleries–a 3D Panasonic Showcase located in the former International Tennis Hall of Fame Gallery on the floor level of Louis Armstrong Stadium, and another in SmashZone, the US Open’s interactive tennis experience for fans and families located in the state-of-the-art indoor facility, and one more in the South Plaza area.
Panasonic and DirecTV also will provide the US Open semifinal and final matches live in 3D to hundreds of TV retail outlets nationwide, including scores of Best Buy stores, as part of the September 10-12 “National 3D Demo Days” organized by the Consumer Electronics Association.
“We are very pleased to enter a new era of sports production with a new partner, Panasonic, and our long-time partner, CBS,” said Lucy S. Garvin, USTA Chairman of the Board and President. “3D technology is the wave of the future, and once again the US Open will be on the cutting edge.”
The 3D broadcasts will use a separate production team and equipment from the traditional HD broadcasts of the tournament.
A Panasonic professional 3D camcorder will be used to shoot interviews and other footage in 3D for CBS’s production, said Joseph M. Taylor, Chairman and CEO of Panasonic Corporation of North America.
Plans call for six camera rigs (each holding two HiDef cameras), two special 3D production trucks, and a unique 3D-dedicated CBS Sports broadcast team. CBS has designed the 3D camera placements lower to the court than traditional TV locations, in order to capture the close-up and personal, athletic dimension of tennis that make 3D such a powerful experience.
“With the court-level camera positions that will make viewers feel like they are right on the court, and the resonant sounds of the game and the spectators, tennis will be a spectacular sport to see in 3D,” said Harold Bryant, Vice President, Production, CBS Sports.
Panasonic also will reach out to viewers with advertising geared to the new 3D technology during the CBS Sports broadcasts of the US Open. In order to view the US Open in 3D, fans must have 3D televisions and 3D eyewear and be subscribers to DirecTV.
The Panasonic sponsorship also includes sponsorship of Arthur Ashe Kids’ Day, the US Open’s tennis and entertainment spectacular that serves as the unofficial opening to the tournament.
Panasonic has also installed new digital signage in the three stadiums and at most of the outer courts at the US Open.
The DirecTV n3D broadcast schedule:
Labor Day weekend, Sept. 4-6:
Men’s and Women’s third and fourth rounds from 11 a.m. to 6 p.m. EDT each day.
Semifinal and final rounds on:
• Sept. 10 from 12:30 p.m. to 6 p.m. EDT
• Sept. 11 from 12:00 p.m. to 6 p.m. EDT and 8 p.m. to 11 p.m. EDT
• Sept. 12 from 4 p.m. to 7 p.m. EDT
Immediately following the East Coast broadcast, DIRECTV will re-air matches played throughout the day.
Panasonic and DIRECTV will also provide the US Open semifinal and final matches live in 3D to hundreds of TV retail outlets nationwide, including Best Buy stores, as part of the Sept. 10-12 “National 3D Demo Days” organized by the Consumer Electronics Association.
— By Scott Hettrick
A most interesting article. Now I’m wondering if those court side camera shots will make us instinctivfely duck every time we think a ball, served at 133 MPH is coming right at us??? It should be a very amazing way to watch tennis. It also should make alot of people want to buy a new Panasonic set, or switch from Dish to Direct TV. I imagine we will see alot of promotions and advertisements for these two companies. Thanks so much for catching us up to date on what is happening in 3D, Scott.