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Unedited press release follows:
Sony Builds Third 3D Outside Broadcast Truck for Telegenic as 3D is taken to New Sports and the Arts
Feb 16, 2011
In the next chapter in Sony’s long-term partnership with Telegenic, the company is set to build a 3rd 3D OB truck to fulfil demand for alternative content in 3D
BVE, Earls Court London – 16th February 2011
Sony Professional has today announced that it has been selected by Telegenic to build a third 3D Outside Broadcast (OB) truck, for delivery this year. Following the successes of the world’s first 3D OB trucks last year that were built exclusively for BSkyB and Telegenic and revolutionised how live 3D was produced. The third truck is being built in response to growing demand for 3D content across market segments including Sports, concerts, general entertainment and Arts. This year it is predicated that the growth in cinema for alternative content such as ballet and opera will also shift to 3D production.
The 3D Outside Broadcast Truck has been designed from the ground up by Sony’s Professional Services team in conjunction with the Telegenic Engineering team, to deliver a bespoke solution that pushes the boundaries of innovation in live 3D production and brings 3D content to a whole new genre. As well as being used to deliver some of 2011’s most high-profile sporting events in live 3D, the new truck will fulfil increased demand for alternative 3D content from high-end arts and live theatrical events, to ballet and opera. “2010 was a phenomenal year for sports entertainment that saw 3D capture the excitement for millions of consumers and sports fans around the globe,” Mark Grinyer, Sony Professional explained. “With Skys 3D channel recently hitting the 70,000 subscriber landmark, consumer demand for 3D is accelerating at a phenomenal pace and we’ve seen a huge uplift in interest for alternative 3D content, such as ballet and concerts. Together with our partners, Sony Professional is leading the way to drive down the costs of producing 3D and setting new standards to revolutionise the 3D entertainment experience.”
Peter Bates, Managing Director, Telegenic commented on the long standing partnership between the two organisations “Together with Sony Professional, our team has worked exceptionally hard to transform the live production process and enhance people’s entertainment experience by taking 3D into cinemas, pubs and the home. Having been amazed by the successes of the 2010 FIFA World Cup and the 2010 Ryder Cup in 3D, we are now seeing phenomenal alternative 3D content.”
Following significant advances in 3D technology, such as Sony’s HDC-1500R and HDCAM SR cameras, MVS-8000 switchers and LMD monitor ranges, 3D is going mainstream as 3D productions can be set up to go live in a little as 2 hours from arriving on-site. At the heart of this solution is Sony’s award winning MPE-200 3D processor box which enables increased efficiency and accuracy in 3D live production and is designed to reduce the amount of mechanical adjustments made to 3D camera rigs during live shoots, meaning it is now faster and more reliable to capture live 3D. In the past 12 months, Sony Professional has firmly established itself at the heart of Live 3D sports production, working with major broadcasters and customers including HBS, BSkyB, Topvision, SIS-Live and AMP to push the boundaries of innovation in 3D production. Expanding 3D into new sports, Sony has assisted in the production of events covering Premier League football, International Rugby, FIFA World Cup football, Ryder Cup golf, Darts, Grey Hound Racing, Opera and Ski Jumping , taking 3D sports entertainment to an entirely new audience. New trials are also being completed for high-end Ballet, opera and the arts, where 3D is now being seen as an opportunity to enhance the viewer experience.