NAB 2010: Sony ups the ante on 3D in keynote speech
13 April 2010
Las Vegas - Sony’s Hiroshi Yoshioka shared the company’s "lens to the living room" vision for 3D as he criticised the poor quality of many 3D projects out there in a keynote speech during the NAB convention on Monday. "Poorly executed 3D is harmful, and it threatens its long-term success," he said. "Remember that 3D is a natural experience; it is how most of us see the world everyday. We must give consumers great 3D that looks natural and feels wonderful." Yoshioka, who is Sony’s executive deputy president and president of its consumer products and devices group.
Pointing to Sony’s immersion in every link of the 3D production chain, Yoshioka said, "every link of the chain had be strong, and 3D also requires a total workflow." He predicted a strong 3D TV market and showed stereo content, including a "Resident Evil: Afterlife" trailer, a Mercedes spot and clips from the Masters golf tournament, which this year for the first time was shown in 3D on cable and streamed online to 3D-ready devices.
Earlier this year at the Consumer Electronics Show, Sony announced it had entered into a partnership with ESPN to launch a 3D sports channel, which is scheduled to cover 85 events in its first year, including 25 matches from the World Cup 2010 in South Africa this summer. The company also revealed plans to launch a 3DTV network in the US by fall 2011 in partnership with IMAX and Discovery Channel.
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