Sony May Bring Forward 3D TV Launch, SBS World Cup Deal Tipped

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Speculation is mounting that Sony Australia may launch their 3D TVs in June, weeks out from the 2010 Soccer World Cup. Insiders claim that the Japanese company has already cut a deal with broadcaster SBS to put to air several World Cup games in 3D. One of those games could be Australia’s opening game with Germany.

Originally, Sony told journalists their 3D TVs would not be available for sale in Australia until late July or August, two months after the 2010 World cup in South Africa.

In both Europe and the USA, Sony, who are spending over $500 million dollars sponsoring the 2010 World Cup, have said that they will launch their 3D TVs in time for the FIFA World Cup.

Australians could be watching 3D TV sooner than expected after SBS confirmed it was considering broadcasting a FIFA World Cup soccer match using the new technology.

Advertising agency sources have told ChannelNews that Sony has held several discussions with SBS about World Cup sponsorship and the airing of World Cup games in 3D.

Late last month Sony launched their Internet enabled TVs, which give consumers access to over 14 channels of Internet content. Consumers who use the service could end up paying over $100 a movie if they have exceeded their broadband allocation which is charged at $0.15 cents per megabyte by most ISPs during peak periods.

At the weekend, Sky Sport in the UK put to air the Manchester game in 3D. The broadcast that was beamed to 1,000 pubs was seen on new LG 3D TVs, which will be launched shortly in Australia.

According to The Australian, Director of Technology and Distribution, Paul Broderick, said SBS was investigating the availability of equipment needed to make the broadcast.

It would be an expensive exercise for the public broadcaster, as it would need to buy the rights to the 3D version of the match and bring it back to Australia, as well as modify its play-out equipment.

 

“We are considering it,” Mr Broderick said.

World Cup matches in South Africa are being shot in 2D as well as in 3D on Sony cameras and are being provided by the host broadcaster as an experimental technology for interested broadcasters.

SBS is the official broadcaster of the World Cup, while Sony is both a World Cup sponsor and an SBS World Cup broadcast sponsor.

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