Analysts, insiders say Canadian industry should not miss opportunity to broadcast World Cup in 3D

Experts suggest that a failure to bring the World Cup in 3D to Canada could be a missed opportunity to give the technology the kick it needs. The Fédération Internationale de Football Association (FIFA) says it is providing 3D footage of soccer matches during June’s World Cup tournament, but Canadian broadcasters and TV providers are keeping quiet about the prospect of 3D coverage in this country. With matches scheduled in cities across South Africa this summer, the World Cup will be broadcast in 3D via a partnership between FIFA and Sony Corp. The organizers will offer as many as 25 games in 3D, according to a FIFA release. US-based sports network ESPN Inc. and Sogecable SA in Spain have plans to offer 3D World Cup footage. But Canadian broadcasters and TV providers haven’t confirmed any 3D World Cup plans. “I can’t go into detail about what’s in play or not in play right now,” said Shawn Omstead, vice-president of products for residential services with BCE Inc. The CBC has the Canadian broadcasting rights for the 2010 and 2014 World Cup games, but spokesman Jeff Keay said by email that the broadcaster has no current plans to provide the World Cup in 3D. David Purdy, Rogers Communications Inc.’s vice-president of products, told The Wire Report last month that his company is in talks with TSN, Discovery Channel Canada and Imax to bring a 3D channel to subscribers. Rogers didn’t meet our request for an interview. Shaw Communications Inc. didn’t respond to an interview request, but the Calgary-based communications service provider, as well as Bell, offered 3D coverage of the 2010 Masters Golf Tournament this month. Neil Schneider, founder of the S-3D Gaming Alliance (S3DGA), a non-profit 3D technology advocacy association, said the broadcasts would be a boost for the 3D industry in Canada. “The thing about the World Cup is everybody gets into it,” he said, referring to the sport’s global appeal. “It almost borders on the Olympics ... If, building up to it, people had enough notice, if there was sample footage of what it could look like in 3D, I think the results would be very positive.” Brent de Waal, a supervisor with Sony Canada Ltd. in Vancouver, agreed, saying the World Cup in 3D could have a powerful impact. “Doing these large events allows you to get more people involved in the production side,” he said. “There are more cameras, more places, more people who can do this for a living and figure out what’s involved.” Sony Canada recently started taking orders for its upcoming Bravia 3D high-definition (HD) TV sets, which will be available in June. De Waal wouldn’t say how many orders the company has received, but events like the World Cup tend to affect TV sales. “When you have the Stanley Cup, TV sales go up. It’s the same thing with football and other events. Sports motivate the consumer ... to go in and get their high-def TV.” The Masters Tournament was broadcast in HD 3D, and according to Schneider, it was a good demonstration of the technology. He watched the event via the tournament’s website, where viewers could access the 3D feed. While the resolution wasn’t as good as it would have been on a 3D Blu-ray disc, it provided an immersive experience, he said. The golf clubs seemed to extend beyond the screen without being distracting. “They were very successful,” Schneider said. Omstead pointed out that the audience was tiny because there are too few 3D TVs on the market, and said Bell used the tournament more for marketing purposes. “We were able to use it in some Source stores and other select retailers to have customers come in and experience it,” he said. The broadcasting side of 3D might lag the gaming side. According to a survey conducted last year by a handful of companies, including S3DGA’s sister company, Meant To Be Seen (MTBS), microchip maker Advanced Micro Devices Inc. (AMD), and 3D computer equipment provider iZ3D Inc. The survey, called the “U Decide Initiative,” asked gamers for their opinions on the type of content best suited to 3D. Among gamers familiar with 3D equipment, 96 per cent said games would benefit most from 3D; 87 per cent said Blu-ray movies; 37 per cent said sports; and 25 per cent said traditional broadcasts. Although sports scored lower than games and movies, traditional television broadcasting is becoming increasingly event-driven, and Schneider said he thinks World Cup 3D coverage would boost awareness of the technology. “We have to remember that the results from U Decide are over a year old,” he said. “We also have to take into account the success in the cinema space.” And films like Avatar have changed the game. “The top-grossing movie of all time is 3D ... The media has had a really big paradigm shift,” Schneider said. “It’s still an uphill battle, but ... we’re much further ahead than we were even a year ago.” news@thewirereport.ca

Analysts, insiders say Canadian industry should not miss opportunity to broadcast World Cup in 3D

Broadcast | April 16, 2010

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