At Sony's press conference during IFA 2009, four members of the Gizmag team were among those treated to a demonstration of the company's latest 3D technology. While animated features are one thing, we all agreed that the snippets of football footage shown in 3D looked amazing. It's a whole order of magnitude above 2D - no matter how big or fast your flatscreen - when it comes to feeling like you are actually watching the action live. We walked away convinced that sports broadcasting will be the real turning point for the technology and it's certain to play a key role as major players try to convince people to start buying 3D TVs from next year. Sony understands this and has just announced a deal with FIFA to shoot selected matches from the 2010 World Cup in 3D. Being the world's most popular sporting event, this has to be the perfect platform with which to usher in the new technology.
"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 Corporation.
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Up to 25 of the 2010 FIFA World Cup South Africa matches will be produced using Sony's 3D professional cameras and public viewing events will be held in 7 cities around the world (Berlin, London, Mexico City, Paris, Rio De Janeiro, Rome, and Sydney). Sony will also show promotional trailers for the official 3D Film at retail outlets around the world. Sony plans to introduce 3D compatibility into several of its products, including BRAVIA LCD TVs, Blu-ray players and PlayStation3, from 2010.