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World Cup Broadcasters including SBS in Australia appear to be reluctant to sign up to broadcast FIFA matches at this year’s event in South Africa with most citing a lack of 3D TV sales.

Sony 3D TV cameras will be used to shoot the event in 3D with Sony Australia set to show 3D games at cinema’s across Australia.

According to Fifa, the sport’s international governing body, they have only struck deals to broadcast 3D matches in three countries, and only one deal is for terrestrial TV.

Now experts are saying that a lack of 3D broadcasts could hold back a technology that has been heavily touted by the television industry.

They claim that consumers will only buy if there is plenty of 3D content to watch.

Fifa said that it had received enquiries from more than 25 countries including Australia about 3D broadcasts and expected to announce more deals in due course.

Both ITV and the BBC, which have the UK television broadcast rights, confirmed that they do not intend to screen matches in the format.

The main reasons are a shortage of spectrum space for terrestrial broadcasts and the lack of an agreed standard for how to broadcast in 3D.

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