Sony heralds era of 3D entertainment in 2010

Sony today announced plans to accelerate initiatives to deliver an array of 3D entertainment to the home in 2010, leveraging all its diverse business assets to create a 3D world encompassing electronics and games to movie content.

Sony also showcased the first of its ground-breaking line up of 3D entertainment products for the home at a press conference in Dubai.

Addressing the media, Hiroyasu Sugiyama, General Manager, 3D Strategy Office, Sony Corporation, Japan, said: “Today, we have brought the latest 3D experience for you to enjoy. For Sony, 3D is strategically very important, and we are committed to lead the 3D industry.

“In the 3D space, Sony is very uniquely positioned compared to other consumer electronics makers because we are not only going to sell 3D compatible consumer hardware but also ensure there is affluent variety of 3D content that consumers can enjoy.”

Sony is introducing the following 3D compatible consumer electronics products within this year, enabling users to enjoy an array of immersive 3D content in the home:

• 3D compatible “BRAVIA” LCD TVs, “Blu-ray 3D™” compatible Blu-ray Disc　players, and “Blu-ray 3D” compatible home theatre systems.
• 3D compatible VAIO PCs and 3D compatible digital still cameras.
• For PlayStation®3, the global installed base of which is approximately 30 million units with more than half a million units in the Middle East, Sony will provide firmware updates making PlayStation®3 units compatible with 3D stereoscopic games. And with a separate firmware update, they will also become compatible with “Blu-ray 3D” discs.

In the Middle East, cable television service providers such as E-vision, ORBIT SHOWTIME and broadcasters such as Al Jazeera are upgrading their bouquet to provide the latest in entertainment technology and are in active discussion with companies to bring 3D to Middle Eastern homes in 2010.

Speaking at the press conference, Osamu Miura, Managing Director, Sony Gulf, said: “Clearly, 3D has already captured the imagination of filmmakers, content creators and broadcasters. Sony is moving to bring that magic directly into consumers’ homes with movies, games, and sporting events, all in 3D, in 2010.

“Today, 3D is the next generation of home entertainment and, with our technological leadership, we stand at the forefront of 3D technology.”

Sony’s range of professional 3D products is also driving the growth of 3D production and distribution across a range of entertainment industries, from theatre and music performances to sport and beyond.

Andy Hotten, Senior Product Manager, Sony Professional Solutions, Europe, said: “At Sony, we not only have the products to bring 3D to the home we also have a complete line up of professional products suitable for production of high quality 3D content for both movie makers and broadcasters. We are hence able to offer a complete Sony solution from the lens to the living room.”

Humaid Rashid Sahoo, CEO of E-Vision, said: “3D broadcasting and 3D television sets will form the next new standard in the world of home entertainment. As specialists in television broadcasting, our network has the ability to provide 3D broadcasting service, which we will launch in a timely manner, depending on the readiness of the market and the availability of appropriate content.

“E-Vision has always taken the initiative to launch the latest TV broadcasting technology in the UAE, and undoubtedly the greatest credit for our success is due to our clients who have come to expect the best from us.”

Sony is uniquely positioned to deliver compelling content that enhances the 3D experience. In addition to PlayStation®3 games in 3D, Sony will film major sporting events in 3D (e.g. FIFA World Cup 2010, Sony Open in Hawaii, a golf tournament organized by the PGA Tour) that will be made available to consumers through various channels.

Last but not least, the availability of “Blu-ray 3D” compatible players will herald the arrival of many new 3D films on high definition “Blu-ray 3D™” discs, coinciding with the launch of 3D compatible “BRAVIA” TVs later this year.

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