3D TV could eliminate sport ad breaks

Expert says 3D TV is commercially viable.
3D will alter how we view ads, says MBC's Dallison.
3D will alter how we view ads, says MBC's Dallison.


One of MBC Network’s leading post production experts has moved to play down concerns over the commercial viability of 3D TV.

 The production and broadcast industries are now anticipating a whole new commercial angle to cover sporting events, thanks to resolved convergence issues with 3D technology.

 This will provide the platform with a considerable boost in industry support, commented Keith Dallison, post production manager, Creative Services, MBC Group.

 When broadcasting live sport, “you no longer need to have commercial breaks”, according to Dallison.

 “With 3D technology and the convergent nature of the lenses, you can actually focus periodically on each of the banners around the pitch,” he said.

 “This does not mean that the game has to go out of focus. It merely means that by altering the convergence, you can subtly force the viewers’ attention to the advertisements around the pitch periodically when the game is being played. This is what is going to take 3D forward.”

 While the post production head does not deny that gaming drives many aspects of media production, he believes that sport has greater mass appeal and will be responsible for taking 3D to the home.


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