3ality Digital Expands Its International Sports Portfolio With Live S3D Broadcasts of the Indian Premier League

April 14, 2010

BURBANK, Calif., April 14 /PRNewswire/ — 3ality Digital LLC (www.3alitydigital.com) today confirmed it will enable the live stereoscopic 3D (S3D) broadcast of the Indian Premier League’s (IPL) final four cricket matches later this month. In its third season, the IPL is widely regarded as India’s most-watched sports property, with its first 33 matches reportedly reaching a cumulative audience of more than 130 million viewers.

3ality Digital’s systems will be used to bring the IPL’s two semifinal matches as well as its third-place and final matches to 3D-enabled theatres in 13 cities. The IPL has indicated in news reports that it is considering making all 94 of its matches next year available in S3D.

This month’s broadcasts, which will begin with the first semifinal match on April 21, are the latest in a series of high-profile international broadcast projects utilizing 3ality Digital systems. The most recent overseas project to incorporate 3ality Digital systems was BSkyB’s landmark broadcast of the Manchester United versus Arsenal soccer game to pubs throughout the U.K.

“This agreement reinforces 3ality Digital’s standing as the world’s premier provider of S3D systems,” said Steve Schklair, CEO of 3ality Digital Systems, the technology and production subsidiary of 3ality Digital LLC. “The IPL provides some of India’s most-watched programming, and we believe the addition of live S3D broadcasts will further broaden the league’s appeal among viewers while laying the groundwork for future S3D projects in the region.”

The Business Standard, India’s leading business daily, reported earlier this month that the IPL “has already surpassed every sporting event in India in terms of viewership. In the first 33 matches, IPL had a cumulative reach of 130 million viewers, according to TV audience monitoring agency TAM.” The newspaper also noted “IPL is making fast progress” in viewership compared to other major sporting events around the world, including National Basketball Association (NBA) games.

“The IPL is one of the largest sporting events in one of the world’s largest nations,” said 3ality Digital Director of Production Ted Kenney. “We’re looking forward to transforming the way India’s millions of cricket fans enjoy the fast-paced action of their favorite game and introducing them to the dynamic entertainment experience S3D provides.”

About 3ality Digital

3ality Digital develops enabling technologies to power live-action stereoscopic 3D (S3D) entertainment from image capture through presentation, independent of viewing environment. 3ality Digital’s camera platforms, stereo image processing systems, and S3D image scaling technologies are quickly earning a reputation as the “gold standard” for the emerging medium, and are rapidly being adopted by broadcasters, production companies, studios and consumer electronics manufacturers. 3ality Digital’s systems are optimized to handle the demands of live S3D broadcast, offering such must-haves as fast setup, perfectly aligned zooms, accurate imagery right from the camera, and automation that reduces the number of required production personnel.

3ality Digital technology has powered a number of live-action firsts, including U2 3D, the first movie shot completely in digital live-action S3D; the first live S3D broadcast of an NFL game (Raiders vs. Chargers, Dec. 4th, 2008); the first live S3D sports broadcasts available to consumers, including the 2009 BCS Championship Game, BSkyB’s landmark Manchester United vs. Arsenal soccer broadcast and the first network hockey telecast ever produced in S3D (New York Rangers vs. Islanders, March 24, 2010, on MSG); the first S3D commercial broadcast on television (Sobe “Lizard Lake,”); and the first episode of a scripted television series shot in digital live-action S3D (Chuck vs. The Third Dimension, aired on NBC on Feb. 2, 2009). For more information, please visit the company’s website at www.3alitydigital.com.

SOURCE 3ality Digital LLC

Source: newswire

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