Sony Corporation and football's governing body FIFA have teamed up to allow selected media rights of the 2010 FIFA World Cup in 3D. Up to 25 of the 2010 FIFA World Cup South Africa matches will be produced in 3D.
Global sporting events such as the FIFA World Cup are considered to be important drivers of new technology, particularly in the TV market. Sony anticipates that 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.
"3D will undoubtedly transform the way we enjoy content in the Living Room," said Fujio Nishida, President of Sony Europe. "At Sony, the 3D entertainment experience will not only focus on the 3D TV alone, but from 2010 will also encompass a range of 3D compatible products such as Blu-ray Disc players, VAIO notebook computers and PlayStation3."