London 2012 set to become first 3D Games

01 September 2011 | Posted in Broadcast, Olympics, Europe, | By Michael Long

The London 2012 Olympics is set to become the first Games to be screened live in 3D, after Japanese electronics giant Panasonic announced it will partner the International Olympic Committee (IOC) and the Olympic Broadcasting Service (OBS) to provide high definition 3D television production.
Panasonic, a worldwide Olympic sponsor, will install on-site technology across 40 venues to support a number of national broadcast rights holders around the world, including the BBC in the United Kingdom and NBC in the US, and work alongside the OBS to produce over 200 hours of 3D action from a range of sports, including the opening and closing ceremonies on 27th July and 12th August respectively.

According to the Press Association, Olympic Broadcasting Services director Manolo Romero described the news as “the most significant step in the sporting history of broadcasting.”

Takumi Kajisha, Panasonic's corporate communications managing director, added: "It is no doubt that the Olympic Games provides the best ever content for the 3D market and 3D will drastically change the way we enjoy the Games in the living room.”

"We believe that our partnership will provide a true end-to-end solution for the success of the first 3D live Olympic Games and a great new era for Olympic broadcasting."

Meanwhile, the London 2012 Organising Committee (Locog) has announced cereal snack brand Nature Valley as the official London 2012 cereal snack bar supplier.

The third tier sponsorship deal will see the brand’s bars sold at London 2012 concessions within venues and distributed to athletes, Games-time workforce and volunteers.

Commenting on the agreement, which brings the total number of London 2012 domestic sponsors to 43, Locog commercial director Chris Townsend said: “It’s less than a year before the Games and this demonstrates the level of detail we have got to in our planning.  Providing snacks and sustenance to our huge workforce is important and Nature Valley will help us do that. We’re delighted to welcome Nature Valley to the London 2012 family.”

Jim Moseley, managing director of General Mills UK, parent company of Nature Valley, added: “Nature Valley is driving accelerated growth in the cereal bar category and we are proud to play our part in the 2012 Games. To become part of such a celebrated global event is a natural fit for a globally successful brand like Nature Valley.”

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