MUMBAI: 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 3D technology.
Soccer‘s governing body Fifa has announced that it has 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.
The event takes place from 11 June -11 July 2010.
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 deal means that viewers watching the matches on Sony’s 3D products will experience the immediacy and visual clarity of the action as if they were on the pitch themselves.
Fifa Secretary General Jérôme Valcke says, “This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport. 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.”
Sony chairman, CEO and president Sir Howard Stringer says, “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 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."
Sony Pictures Entertainment will produce and distribute the official 3D film of the 2010 Fifa World Cup South Africa after the event. In India, the World Cup will air on ESPN Star Sports.
