Harry adds a third dimension to Socceroos
* JESSICA LEO
* From: The Advertiser
* May 22, 2010
IN less than 72 hours, select Australian TV viewers will get their first taste of 3D TV with the Socceroos' match against New Zealand set to become the first sporting event broadcast in the new technology.
But only a handful of Australians will have their living room converted into a soccer pitch with the fledgling 3D TV technology only now entering its "testing" stage and, available at a considerable cost to intrepid viewers.
Fox Sports will be the first Australian TV channel to move forward into the brave new world with Monday night's broadcast of the Socceroos match, but free-to-air TV is only a small step behind with Nine set to broadcast this year's State of Origin matches in 3D from May 26, and SBS confirming it will show 12 to 15 FIFA World Cup games in the new technology.
These trials are a direct result of the Australian Communications and Media Authority granting Nine and SBS eight-week temporary licences to "conduct scientific trials of 3D TV in Sydney, Melbourne, Brisbane, Adelaide, Perth, Newcastle and Wollongong". However, ACMA chairman Chris Chapman says it's essential to note the infancy of this mode of television broadcasting.
"It's important people are aware that these trials have only been approved for this two-month period," he said.
It's also important to note that Nine's State of Origin clashes will not reach Adelaide viewers despite the network's chief David Gyngell this week acknowledging "the (3D) revolution is coming fast".
While ACMA is moving cautiously with regard to 3D TV, tech-savvy viewers are chomping at the bit for the extra dimension and, according to UniSA Ehrenberg-Bass Institute for Marketing Science's Kate Newstead, the majority of Australians are likely to take on board the new medium, even as they grapple with the changeover to digital TV signals.
While the cost of purchasing a 3D TV and accompanying glasses can be an exercise upwards of $3000, Ms Newstead says the success of 3D cinema - which has only occurred in Australia in the last six months - means cost may not be prohibitive.
However, Ms Newstead says one of the greatest areas of evolution and creative freedom in the face of the new technology will be advertising as businesses will be able to literally reach out to viewers with their message.
Jetstar has been the first Australian advertiser to take up the challenge, announcing they will broadcast their ad during Monday night's Socceroos match, following in the footsteps of global brands such as Samsung, Pepsi and Sony who have used to 3D TV in ads overseas.
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