Samsung introduces new dimension in sports viewing just in time for the World Cup

Samsung Electronics believes that in the near future, 3D broadcasting of professional sports will be firmly established and consumer demand for this experience at home will drive sales in the TV industry. Several professional sports organizations have experimented with 3D broadcasts recently, but the major focus is on the broadcast of the 2010 FIFA World Cup games, which are being broadcast by ESPN in the United States, Prisa's Sogecable in Spain and Korea's SBS as well as Al Jazeera in the Middle East.

"Professional sports have the opportunity to drive 3D adoption much the way it drove HD adoption. Samsung is actively helping to drive these efforts, having participated in the NHL broadcast, and broadcast of the IAAF World Championship for track and field, in Daegu, Korea.Just recently we filmed a 3D demo of the Chelsea Football Club, as well as a training session of its AFL franchise in Essendon, Australia," said Ram Modak, General Manager of Digital Media Business, Samsung Gulf Electronics.

Furthermore Samsung, which has been an early leader in 3D content development through alliances with entertainment leaders such as Dreamworks, is confident that sports will have a profound effect on 3D adoption and that within five years 3D will be widespread in professional sports broadcasting.

Much like the emergence of HD, sports can serve as the content that truly demonstrates the benefits of watching in 3D. The World Cup, meanwhile, is the single-most watched sporting event on the planet and its fans as fervent as there are in any professional sports.

"The potential for this project to expedite 3D acceptance is great because of soccer's unique field of view. With wide, sweeping shots that can often feel far away, the immersive experience of 3D can allow viewers to feel closer to the action, and more able to see the angles and movements that the players see," commented Modak. "The World Cup in 3D will continue the wave of other major sports experimenting with 3D, which will lead to a wealth of new 3D content in 2010 and beyond."

The use of 3D opens up a world of new viewing possibilities, similar to the evolution that occurred from standard definition to high definition. In that instance, no longer do camera shots have to be so wide because the resolution is so poor. The 3D picture is deeper and more vivid, giving the viewer the experience of actually being present at the event rather than watching it on a screen. In particular, Samsung's C9000 which launched earlier this month is a true testament to the abilities of this technology and remains the best example of an impeccable immersive experience. Tight shots and close-ups are the norm now because of all the detail and clarity the picture offers. Broadcasting in 3D will prompt producers and cameramen to create camera angles and shots that simply don't exist right now.

As with any new medium, there is a transition phase. For sports, there is the matter of creating new camera positions for 3D cameras in sports arenas and the current small number of camera people trained to shoot in 3D.

"There are a range of areas in which both Samsung and other interested companies are striving to bring new solutions. One area, for instance, that we are researching closely is the effects of extensive watching of dynamic sports such as football in 3D. From a technical perspective, advancements in the capturing and editing of 3D content will make the medium more agreeable to networks or organizations hesitant to join the movement," concluded Modak.