POSTED: Thursday December 3rd 2009
FOR IMMEDIATE RELEASE

2010 FIFA World Cupâ„¢ to pioneer 3D technology

FIFA has signed media rights with Sony, an official FIFA Partner, to deliver 3D images from up to 25 matches of the 2010 FIFA World Cup South Africaâ„¢

For the     first time in the history of the FIFA World Cup™, the action on the field     at next year’s tournament will be broadcast using the next-generation     technology 3D. FIFA     today (3     December 2009) announced that     it had signed a media rights agreement with Sony, an official FIFA     Partner, to deliver 3D images from up to 25 matches of the 2010 FIFA World     Cup South Africa™. To this end, FIFA will use the best expertise available     in its production in 3D, and take advantage of Sony’s technologies and     knowhow in the area of 3D.

This     groundbreaking deal means that viewers watching the matches on Sony’s 3D     products will experience the sheer immediacy and visual clarity of the     action as if they were on the pitch themselves. FIFA is working on whether     a live right will be offered in the coming     months.

“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 Jérôme 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 endeavour.”    

“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.

Sony Pictures Entertainment     will produce and distribute the official 3D film of the 2010 FIFA World     Cup South Africa™ after the event.

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Keywords · FIFA · Sony · 2010 FIFA World Cup South Africaâ„¢

Name: Nicolas Maingot
Organization: FIFA
Email:
Phone: +41-43/222 7272
URL: http://www.fifa.com/index.html

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