Sony 2010 Annual Report Download - page 19

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16
Enhancing the appeal of games
The rich expressiveness of 3D will also greatly broaden the
perspective of the world of games. With 3D-enabling firm-
ware updates now available for PS3™, the platform is now
compatible with 3D stereoscopic games, thus making 2010
a year that begins a whole new chapter in the history of
gaming.
The first-ever dedicated 3D television network
Sony, Discovery Communications, Inc. and IMAX Corpora-
tion have announced the establishment of a joint venture to
develop a dedicated 3D television network, which will deliver
high-quality 3D content to the home. The partnership brings
together three industry leaders with libraries of 3D content,
technological expertise, and television distribution and oper-
ational capabilities, and will enable audiences to experience
high-quality 3D viewing at home. The joint venture will be
launched in 2011 in the United States, with the aim of driv-
ing consumer adoption of 3D television and ensuring long-
term leadership for the new network in the market for 3D
entertainment.
High-impact 3D sports broadcasting
Sony is also focusing on the move to 3D sports broadcast-
ing as this important content is well suited to the dynamic
nature of 3D television. Through an alliance with ESPN, the
largest sports network in the United States, Sony will par-
ticipate in the production of 3D coverage of such events as
the X Games and U.S. college football, allowing viewers to
enjoy the full impact of 3D sports broadcasting. Sony is also
driving the growth of 3D in the broadcasting of soccer and
golf through previously announced agreements with FIFA
(Fédération Internationale de Football Association) and the
PGA Tour, Inc.
Bringing the FIFA World Cup™ in 3D to the home.
Delivering dynamic realism and the excitement of the
stadium.
Sony and FIFA will provide the first-ever 3D broadcasts of the FIFA
World Cup™. A total of 25 matches from the FIFA World Cup™ will
be filmed and broadcast in 3D, making it possible for more view-
ers to share in the emotion and exhilaration of the world’s foremost
sporting event. In Japan, 3D matches will be broadcast via SKY
Perfect JSAT’s SKY PerfecTV! HD and SKY PerfecTV! HIKARI chan-
nels under the name “Sony Presents ‘2010 FIFA World Cup South
Africa™ 3D’” (reflecting Sony’s flagship sponsorship of the event).
In addition, 3D matches will be broadcast via ESPN in the United
States and via DIGITAL+ in Spain, as we bring the world’s greatest
soccer event to the home in 3D. The excitement of the FIFA World
Cup™—together with the dynamic realism of 3D television made
possible by Sony’s outstanding technologies and products—will
enable viewers to experience the atmosphere and excitement of
matches almost as if they were right there in the stadium.