Following the initial joint announcement to make the world's first FIFA World Cup available in 3D (see blu-ray.com, December 3, 2009), FIFA and Sony Corporation today detailed its 3D plans, including the schedule of the games captured in 3D, live theatrical 3D viewings, promotional trailers in stores and the release of an official World Cup 3D Blu-ray later this year.

A total of 25 matches will be filmed and broadcast in 3D, which will include a selection of those games expected to attract most public attention, including the opening game on June 11 between South Africa and Mexico plus another 14 matches from the first round; three matches from the second round; three matches from the quarter finals; the two semi finals; the third-place match; and the crowning final game, in Johannesburg on July 11.

"The 3D feed from these 25 matches will be made available for broadcast on 3D channels, which can be enjoyed by consumers on their 3D-compatible TV sets in the comfort of their home, almost as if they were in the football stadium themselves," said Niclas Ericson, Director of FIFA TV. "Whilst discussions with major broadcasters are ongoing, I am very pleased to announce the first confirmed partners for the 3D live broadcast, who are ESPN in the US and Sogecable in Spain. We expect further announcements to be made shortly," he added.

The action on the pitch will be captured with a total of seven pairs of Sony professional HDC-1500 cameras, and Sony's proprietary MPE-200 multi-image processor and 3D Outside Broadcast truck. Sony's cutting-edge processor, the only one in the market to date, makes an end-to-end workflow possible in the production process and automatically adjusts the depth-of-field "to ensure an unprecedented and optimal 3D viewing experience around the world." Starting from the FIFA Confederations Cup last year in South Africa, Sony has been working on enhancing the 3D capturing of fast-moving football action and has since conducted a number of 3D filming trials in Europe.

In order to make this new 3D viewing experience available to as many football fans as possible, a dedicated global 3D public viewing project will debut at this year's FIFA World Cup. Eight matches will be fed live to digital cinemas and selected venues in 3D HD quality around the globe. To this end, FIFA has appointed Swiss-based Aruna Media AG to manage the exclusive 3D cinema and entertainment venue rights for live games in 3D. Aruna plans to broadcast live 3D coverage of matches to around 26 countries and is in advanced discussions with several major markets.

Sony is the key technological enabler of this new viewing experience. "Sony has long standing credentials in the creation of professional 3D technology and content for theatrical use," said Hiroko Saito, Deputy General Manager of Global Sponsorships, Sony Corporation. "True to our strategy 'From the lens to the living-room', we are actively involved at every stage of the 3D value chain and proudly draw on the strengths of the '3D World created by Sony', which encapsulates our expertise in professional solutions, consumer electronics, movie making and gaming alike. We are very excited to capitalise on these strengths and to be able to complement our compelling 3D proposition by bringing an entirely new viewing experience to the world of football through our partnership with FIFA," Saito added.

Complementing the 3D live broadcast and public viewing activities, the general public will also be able to exclusively enjoy the 3D promotional trailers shown on Sony 3D BRAVIA TVs in around 4,000 Sony-affiliated retail stores worldwide, including 200 Sony flagship stores (total number of Sony-affiliated retail stores: 1,500 in North America, 1,300 in Europe, 500 in Japan, 200 in Asia, 200 in Latin America, and 30 in South Africa). Furthermore, Sony Pictures Home Entertainment today unveiled plans to produce and distribute the official FIFA film in 3D on Blu-ray Disc this year.

Source: http://www.blu-ray.com/news/?id=4410

This is purely marketing strategy of 3D products launched recently.

Wonder how long peeps gonna wear glasses on and watch football..

If it gets them closer to the realism of being there, why not?

Football fanatics would do anything i tell u =.=

Spending cash on costly 3D glasses for pure 3D football match? Never a cost effective idea.

I'm sure Astro, not gonna invest on those as they have put loads of effort on HD broadcasting. Plus 3D tele expensive leh..

Honestly u'd think they care about Malaysia market? here in malaysia, the first priority is price =.=. Most 3D tvs wont sell well here. generally, our spending power is weak

its UK market that they are targetting. there, football fanatics are mad.

Wonder if there's a thread on 3DTVs and have 3DTV's hit Malaysia? Would like to get a look at one =)