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CEA and ESPN Launch National 3D Demo Days

The Consumer Electronics Association (CEA) and ESPN announced a weekend of 3D TV programming events and demonstrations in retail locations nationwide.

According to the statement, during National 3D Demo Days, September 10-12, 2010, sales staff will showcase the latest in 3DTV, as ESPN provides continual 3D programming from 10 a.m. to 11 p.m. ET.

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Unedited press release follows:

National 3D Demo Days Powered By CEA and ESPN Coming to Local Retailers September 2010

Collaboration With AT&T, Comcast, DIRECTV Helps Bring Content to the Consumer

ARLINGTON, Va.–Today, the Consumer Electronics Association (CEA)® and ESPN announce a weekend of 3DTV programming events and demonstrations in retail locations nationwide. During National 3D Demo Days, September 10-12, 2010, knowledgeable sales staff will showcase the latest in 3DTV, as ESPN provides continual 3D programming from 10 a.m. to 11 p.m. ET.

A recent study conducted by CEA found 64 percent of sales associates said shoppers are expressing a desire to experience sports in 3D (CEA’s 3D at Retail, June 2010). ESPN will provide this desired content directly to stores:

* On Saturday, September 11 at 3:40 p.m. ESPN 3D will feature the live telecast of defending Big Ten Conference champion No. 3 Ohio State hosting No. 19 Miami of the ACC in the first meeting between the perennial powers since the Buckeyes defeated the Hurricanes 31-24 in the 2003 Tostitos Fiesta Bowl to win the 2002 BCS National Championship. This marks the second time that Ohio State has been featured in 3D by ESPN as the team’s game against USC on September 9, 2009, served as a test telecast for the network.

* Between Friday, September 10 and Sunday, September 12 additional ESPN programming highlights in stores will include coverage from the 2010 FIFA World Cup, X Games 16, college football’s Boise State vs. Virginia Tech game from September 6, 2010, as well as entertaining footage from the Harlem Globetrotters in an appearance at the ESPN Wide World of Sports in Orlando, Fla.

“Bringing ESPN 3D to retailers across the country is a great step forward for the rollout of 3D,” said Bryan Burns, vice president, ESPN business strategy and development and member of the CEA Board of Industry Leaders. “We know that when sports fans see how the action looks in 3D, they will seriously consider upgrading to 3D and working with AT&T U-verse® TV, Comcast, DIRECTV and other content providers to bring the 3D experience to their living rooms.”

Eight in ten (80 percent) sales associates report the level of interest in 3D technologies has increased in recent months (CEA’s 3D at Retail, June 2010). No matter where consumers live, they will be able to take part in National 3D Demo Days. Participating retailers across the country will tap into that excitement by holding 3D demos at their locations to give their customers an experience they cannot get anywhere else. A complete listing of participating retailers can be found at

“With a complete 3D system in place – from products to content and distribution – 2010 is the year for this exciting new technology to take off,” said Gary Shapiro, president and CEO, CEA. “As we have seen with the introduction of other new technologies, one of the toughest and most important pieces of the puzzle is consumer education. We are so pleased to work with retailers across the country, which are on the frontline with consumers, to ensure they have all the tools they need to deliver this exciting message.”

CEA retail members who join the campaign will have special access to a variety of marketing and communication resources to help highlight their participation in National 3D Demo Days, including promotion on Retailers who are interested in joining the promotion can find more information on

About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $165 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also sponsors and manages the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services. Find CEA online at

About ESPN 3D:
ESPN was the first to announce in the United States an exclusive 3D network in January 2010 which was the culmination of more than three years of testing 3D television. ESPN has produced several 3D domestic telecasts, including the State Farm Home Run Derby in July 2010, the Masters in April 2010, a Harlem Globetrotters game in February 2010 and in 2009 the USC vs. Ohio State college football game. ESPN has developed best practices for utilizing the technology in live game applications which have provided the ability to streamline workflow operations, adjust 3D camera positioning, perform transmission tests and gauge fan reaction to a 3D telecast versus a traditional telecast. In addition, ESPN utilizes cutting-edge technology located at the ESPN Innovation Lab in Orlando at the ESPN Wide World of Sports complex at Walt Disney World to continue to develop innovative production enhancements. ESPN 3D is available in the United States to approximately 45 million households and has carriage agreements with AT&T, Comcast and DIRECTV. Sony was named the first official sponsor of the network in January 2010.