3D FIFA World Cup by Sony and FIFA

Corporation and FIFA (Federation Internationale de Football
Association) announced an agreement for selected media rights of
the 2010 FIFA World Cup in 3D. FIFA is to produce the world’s first 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 utilize 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. 3D viewers around the world will feel as though they are
inside the stadiums in South Africa, watching the games in person,"
said Sir Howard Stringer, Chairman, CEO and President of Sony
"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 Jerome 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

Viewers will be able to enjoy 3D experiences at the following locations:

During the 2010 FIFA World Cup, FIFA will host the "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.
anticipation of the Official 3D Film, 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
Sony Pictures Home Entertainment plans to produce and distribute the Official 3D Film on the Blu-ray Disc*1 and other formats.

combining the excitement of the FIFA World Cup with 3D images generated
using Sony’s technology and products, Sony and FIFA will seek to
deliver 3D images that convey the action and emotion of the World Cup
to viewers around the world, and a viewing experience as if they were
in the stadium itself.


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