The National Football League, 3ality Digital and RealD Monday announced they will join forces to test a three-dimensional broadcast experience that could create a new home viewing standard for televised sports. The first-ever live broadcast of an NFL game in full digital 3D format, being made available Dec. 4 to select audiences in three U.S. cities, is designed to immerse viewers in the game as never before.
The groundbreaking broadcast - featuring NFL Network's Thursday Night Football game between the San Diego Chargers and the Oakland Raiders - will be shot and transmitted by 3ality Digital and shown to invited guests at RealD 3D-enabled theaters in Boston, Hollywood and New York City
"The NFL has played an important role in the evolution of media and consumer acceptance of emerging technologies and we're pleased to work with 3ality Digital and RealD to glimpse into the future," said Howard Katz, the NFL's senior vice president of broadcasting and media operations. "This broadcast will be an exciting test of how 3D could affect fans' experience in the future."
Burbank-based 3ality Digital is overseeing production and transmission of the 3D broadcast. The company was involved in the first live action film shot entirely in digital 3D (U2 3D), the first transatlantic 3D broadcast (Jeffrey Katzenberg interview at IBC) and the first scripted television show shot entirely in live digital 3D (NBC's "Chuck").
"Digital 3D broadcasting provides a compelling and visceral experience for viewers, one that is shaping the evolution of a new content delivery standard," said 3ality Digital CEO Sandy Climan. "We already have demonstrated the tremendous value digital 3D brings to mainstream movies and scripted television programs, and we are looking forward to astounding the audiences who will be enjoying this unprecedented event on December fourth."
The Dec. 4 broadcast, which is being produced by 3ality Digital and presented in RealD, will be transmitted live to invited audiences in the three theaters. Supporting this first-of-its-kind event are Clearview Cinemas, Mann Theatres and National Amusements, all industry leaders who have long embraced 3D and RealD. Collectively, all three circuits have over 160 RealD theatre locations, with major expansions planned for 2009. Technicolor Digital Cinema is providing the satellite transponder time and digital downlink services to each theater.
Source: 3ality Digital
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