Sony and FIFA have announced that up to 25 of the matches at World Cup 2010 will be filmed by Sony 3D cameras and relayed in 3D to viewers around the world!
FIFA Secretary General Jerome 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." The 3D broadcast will be shown at public viewing locations across the globe including London, Berlin, Paris, Mexico City, Rio De Janeiro, Rome and Sydney.
The 3D World Cup broadcasts are designed to highlight Sony innovation in the area of 3D. 3D trailers will be available in Sony retail outlets prior to the event and 2010 will see Sony incorporate 3D into a range of products including Bravia, Vaio, BluRay and Playstation3.
I'm already ridiculously excited about the World Cup and think there is huge potential for it to be a driver of social platforms and immersive experiences. 3D broadcasts, Twittering fans, live streams from crowds and so on - I think the Sony / FIFA announcement is just the first of many things that we will see between now and the tournament start.
Just watch Twitter Trends light up during the World Cup Group draw tomorrow!
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