Sony and FIFA have announced an agreement for media rights to the 2010 FIFA World Cup in 3D.
Not that you’ll be watching in 3D on your TV at home. So far, the agreement says that 25 of the World Cup matches will be shot and produced using Sony’s 3D cameras and beamed directly to ‘International FIFA Fan Fest’ public viewing events in seven cities world-wide: London, Berlin, Mexico City, Paris, Rio de Janeiro, Rome and Sydney. There are also plans for an official 3D film to be shown in cinemas too.
Tom Morrod, TV analyst at Screen Digest, commented: "Global sporting events such as the FIFA World Cup are very important drivers of new technology, particularly in the TV market.
“The news that the FIFA World Cup will be filmed in 3D for the first time will certainly increase the uptake rate of 3D TVs in the home and develop the installed base earlier than would otherwise have been the case.”