SBD/Issue 152/Sports Media

FIFA Not Finding Many Takers For 3D World Cup Broadcasts

Twenty-Five Matches At This Summer's
World Cup Will Be Filmed In 3D

Twenty-five matches at this summer's FIFA World Cup "will be filmed in 3D," but FIFA as of last weekend had "only struck deals to broadcast them to televisions in three countries, and only one deal is for terrestrial TV," according to Robin Harding of the FINANCIAL TIMES. FIFA currently has agreements with ESPN in the U.S., Sogecable in Spain and SBS in South Korea, and said that it has "received enquiries from more than 25 countries about 3D broadcasts and expects to announce more deals in due course." But the "slow take-up" for the 3D broadcasts "highlights some of the obstacles to launching 3D broadcasts around the world." The World Cup in the U.K. "will only be broadcast in 3D to venues such as cinemas," as U.K. rights holders ITV and the BBC "confirmed that they do not intend to screen matches in the format." Harding noted the main reasons are a "shortage of spectrum space for terrestrial broadcasts and the lack of an agreed standard for how to broadcast in 3D" (FINANCIAL TIMES, 4/17).

A SENSE FOR 3D: In Toronto, Kathleen Kenna reports Montreal-based Sensio Technologies has "signed a deal with Aruna Media, which owns the rights to live 3D broadcasting of the World Cup, to use its technology for showing the games in three dimensions." The company has "caught the attention of the industry because it does [3D] without sacrificing high-definition quality, which has been one of the biggest complaints in the past about 3D." Sensio "went public on the Toronto Stock Exchange in 2006, and continues to expand." The company is "armed with $10[M] in new capital" and is "working with manufacturers and engineers to improve 3D technology, aiming at capturing the live events market." It also is "planning for 20 live concerts and sports events a year" (TORONTO STAR, 4/21).

STRONG ADVERTISER INTEREST: The AP's Ronald Blum previewed TV coverage of the World Cup and noted ad sales "have been strong" for both ESPN and Univision. Univision President of Advertising Sales David Lawenda: "Many of them are treating this like the big event that it is, and launching new creative and really activating brand in a very big way across all of our platforms." The known World Cup advertisers on ESPN and Univision are listed below (AP, 4/20).

A-B InBev Hyundai
adidas M&M Mars
AT&T Miller Brewing
Cisco Sony
EA Sports U.S. Marines
A-B InBev Nationwide
Allstate Nike
Best Buy Paramount Pictures
Castrol State Farm
Coca-Cola Time Warner Cable
Comcast T-Mobile
Corona/Modelo Unilever
Fujifilm Valvoline
GM Verizon
M&M Mars Volkswagen
Marriot Wal-Mart
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