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Help Entertainment providers jump on to 3D bandwagon
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Mumbai: AS the three dimension technology (3D) increases its global penetration, entertainment providers are jumping into the 3D content bandwagon.

From film and TV production to digital and mobile gaming, every industry has been impacted by the growth of 3D. Experts believe that sports broadcasters will be the first ones to take advantage of stereoscopic 3D content, before film producers make it a norm.

They also point out that live broadcast in 3D is a better experience than theatrical content.

Steve Santamaria, director, Visual Computing DevRel, Intel Corporation says, “3D makes any live show, especially sports, really massive. The images are stunning and the experience is premium. Sports channels are vying for a 3D foothold. Sky Sports in UK uses 24 high-end cameras in each stadium, to shoot soccer in 3D. ESPN has been telecasting the cricket World Cup matches in 3D, with great success. Other broadcasters will embrace 3D technology soon. 3D commercials will be shot all over the world.” He also says that it is easier to fund 3D in TV as broadcasters have a subscription model.

Of the R65,200 crore entertainment industry in India, 3D amounts to less than 1%, states the Ficci-KPMG Indian Media and Entertainment Report 2011. However, consumption of 3D is growing at a robust pace. There is a surge in the number of 3D films released in India, from 3 in 2009 to 14 in 2010. Steve adds, “There is a large amount of 3D content available. 25 3D films released in Hollywood last year. Haunted which releases next month could be Bollywood’s Avatar.” The report further states that 3D and high-definition (HD) platforms have premium pricing and fetch greater ARPUs for the industry.

Michael Fink, VFX Superisor, Hollywood says, “As 3D-enabled television sets flood the market, more film producers are shooting in high-definition. Movie theatres are converting their screens into 3D. There are 12,000 3D screens in India. Conversion of content is also happening. The image can either come out of the screen or pull the audiences into the screen. Outsourcing of 3D content might also come into picture.”

The penetration of 3D is not limited to big screen entertainment. Mobile manufacturers are increasingly incorporating 3D technology in their handsets. S Nagarajan, COO, Tata Elxsi says, “There are 10,000 3D mobile screens in India. Mobile gamers relish 3D content. Consumption patterns will change as more advanced technology comes into being and more 3D players come into play.”

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