Why broadcasters should pay attention to 3D TV

July 5, 2010

DSC00124[1]-Mark Grinyer is head of 3D and Sports Solutions at Sony Professional. The opinions expressed are his own.-

Experiences in our everyday lives are becoming richer, more intense, immediate and personal. We are inspired by events around us and encouraged to innovate based on economic, social and technological influences.

The recent budget announcement will force media and broadcast organisations to think differently about how they operate and exist in an evolving ‘Digital Britain’.

Major sporting events, such as the World Cup, can unite a nation in hope but also in outrage over the use of technology in sport. Both in terms of the technology used to bring images to consumers homes and also that used during the match.

This year for the first time the World Cup has been produced in 3D and as a member of the team that is helping to deliver these never before seen images I am immensely excited about the opportunity which 3D presents both commercially and creatively.

3D has become one of the most hotly anticipated technology trends in the last 18 months; it is continuously evolving and is set to drastically alter our viewing experience. The consumer electronics market is getting increasingly excited about 3D, with new televisions and technologies arriving in shops.

However, much of the debate surrounding 3D adoption is not necessarily about the availability of the technology, rather the existence of content that can be viewed on it.

Major sporting events such as the World Cup have offered an ideal platform to test 3D image capture technology and for the first time deliver consumers live 3D footage.

While Sony is uniquely placed to deliver a 3D live production chain for the World Cup, manufacturers, broadcasters and producers are all paying close attention to the project in order to assess whether 3D TV really is the next big thing. My view is that it is, and if the broadcast industry does not look to innovate and feed consumer demand, we risk being left behind by other sectors such as gaming and movies.

With major sporting events due in the next couple of years, for example the London 2012 Olympics, broadcasters are undoubtedly going to be competing to secure viewers. 3D is one technology which can be used to provide a heightened experience to audiences. Now is the time for broadcasters to be looking at how to implement these technologies. Continued innovation is the only way in which the European broadcast industry can maintain its leadership position.

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