How is the industry receiving Sony's 3D production offerings so far? Are the broadcasters tantalized by the possibilities available for producing 3D content?

3D has sparked a lot of interest in Asia, with broadcasters in markets such as Thailand, India and Singapore showing a keen interest in 3D production offerings. With rich accumulation of 3D production experience, Sony is in a great position to propose 3D production solutions to make high-quality 3D content efficiently.

Broadcasters are also particularly interested in Sony's ability to offer end-to-end solution for the 3D production workflow. To produce 3D content, ranges of solutions are required aside from the cameras. Sony is able to offer services and solutions for every part of the 3D ecosystem, which includes new technologies designed for 3D content creation such as the 3D Processor Box, as well as enhancements to products such as cameras for 3D production, 3D-capable switchers and VTRs.

Sony mentioned that it is crucial for viewers to experience good 3D content in order to make them subscribe to more 3D offerings. How should broadcasters and other 3D content producers ensure that their market get consistently good 3D content?

We firmly believe that education is the key to empowering broadcasters and other 3D content producers working with this new medium. It's important to note that not all content makes for good 3D viewing. Broadcasters need to carefully look at whether the 3D content they are offering does indeed enhance the viewing experience. Don't offer 3D just for the sake of it and be well informed before you make the move towards 3D.

How can Sony help broadcasters achieve this aim for good 3D?

Sony has recently opened its 3D Technology Center, which is dedicated to educating and training the TV production community on the value of 3D and how to create quality 3D. Technologies and techniques of making 3D have improved significantly over the years and it is in our interest to help the industry as a whole seize this opportunity of providing consumers the real 3D experience. For 3D to gain acceptance in the long term, broadcasters need to consistently provide quality 3D that people enjoy watching.

Do you think that broadcasters in the region are ready to go 3D and that more broadcasters/content providers would follow the path of Japan, South Korea and now Singapore in broadcasting 3D TV offerings?

We believe broadcasters in the region are ready to go 3D, with Singapore being the first country in Asia leading the way to conduct its first 3D trial this year. This venture into 3D will certainly push for more 3D content in the region.

Will the 3D experience at the 2010 World Cup help in the push for more 3D content?

The FIFA World Cup is one of the most-watched sporting events in the world. Using Sony's technologies and solutions, viewers will be able to see this major event in live 3D broadcast for the first time. As more viewers see the value of 3D, especially in sports entertainment,' it will certainly help in pushing broadcasters and content producer to provide more 3D content.

(Courtesy: APB)