This is football in the summer, a mysterious African continent, focusing the attention of the world’s millions of fans of hot, exciting events also allow fans hooked. But if going to South Africa on the ground to feel the magic of football, which for most fans is unrealistic.

Since the World Cup for the first time using 3D camera technology to capture and broadcast, so it has not arrived at the scene as part of 3D World Cup fans are still full of confidence. Last year, a 3D masterpiece “Avatar” to the world’s major countries of the audience a taste of 3D charm. 3D display technology has brought to people that “the ground, under fire,” the oncoming visual effects used to show passionate World Cup is very appropriate. Many fans are hoping to broadcast the 3D technology to experience the immense charm of a World Cup.

Cold case of foreign domestic applauded

By the end of May 2010, CCTV said, “has bought 25 games for the mainland 3D World Cup broadcast rights, and during the World Cup will be conducted in selected 3D digital cinema broadcast the World Cup.” This long-awaited news for Chinese fans are very pleased.

But did not last long, first broadcast the majority of 3D cinema on the World Cup or the sidelines, only a few theaters will be clear that the 3D live. Then, more and more of the problems surfaced: can not guarantee the sustainable and stable source, on-site fans how to control emotions, 3D theater to broadcast “make ends meet,” Shang Shu issue the final sentence of the “Chinese mainland China Yingyuanzhuanbo 3D World Cup,” the Sixing . June 9, that is, two days before the opening of the World Cup, 3D Film Group announced the cancellation of the World Cup overall marketing plan.

Finally, the 3D World Cup coverage in Mainland China, “aborted”, but also directly lead to Sony, Panasonic, Samsung 3D TV companies in the gold sales of embarrassment. “China Enterprise News” reporter in early June Gome, Suning and other chain stores also saw an interview, many of the television business in promoting 3D TV, consumers also have to pass “buying watch 3D TV 3D World Cup,” the temptation content. However, with the broadcast program of abortion, but also enable these companies marketing in the end 3D TV increased a lot more difficult.

In the terminal stores, some consumers complain, “I do not have 3D content, buy a 3D TV home, it will be a swing accessories.” It is understood that the current China market to make up for gaps in 3D content, Sony, Samsung and other companies selling 3D TV, Blu-ray disc players and discs will be more than a “package” sales.

Although domestic 3D World Cup broadcast scheme is halted, the occurrence of the “50 British cinema, 20 Italian cinema, a small number of Hong Kong, South Korea’s screen cinema and 100” participate in the 3D world, a major marketing event broadcast. According to the schedule, the United States, Britain, Portugal, Spain, Australia, South Korea, Japan, Brazil and other countries through specific 3D TV 3D on the World Cup was broadcast live on television.

This indicated that the country’s fans, as long as the purchase of a 3D TV, they can easily feel at home, “virtual reality” of the World Cup charm. In the end, it also directly promote the Japanese and Korean companies in these countries, market 3D television enthusiasm also led to early March this year the global market since the first round of 3D TV sales boom.

Trigger specific populations blitz

It is understood that, for the World Cup is being broadcast live 3D content to watch the overseas audience, the most for their fans is commendable, “wonderful realistic” visuals. Although the World Cup is the world’s first 3D images of the broadcast were, but in 3D camera technology, image transmission and other upstream industrial chain link ripe today, it does give the audience a great shock.

Golden Harvest of Hong Kong cinema who had just read 3D World Cup fans excitedly said: “3D World Cup results in the player close-up shots and close-up when a large, three-dimensional effect of the most prominent players jersey on the name of the facial expressions and lines are clearly visible. especially the coach standing on the sidelines Maradona whole scene is three-dimensional guidance,

Huang Ru standing audience, and move around inside the players cross the ball from the scene, before and after structured. “Sony, a 3D in South Africa Experience 3D studio enjoy the World Cup had also issued a press lamented: every shot is vivid, such as in front of your fingertips. When both players struggle with sprint over to you, you can feel that they are short of breath, a strong leg swing, sweeping over his face and fly like a soccer goal and the goal post spinning passing, the least bit of difference so that you can not wait for hand ball poke network access nest.

In addition to theater version of the 3D World Cup fans prepare for a sense of shock, the more 3D the user selects the 3D to watch live TV. It is understood that the effect of television viewing 3D is also deterred. British media, “the Daily Mail,” the first time in a London pub called the Railway Tavern, to watch the match for the interview, just watching the world television first broadcast the match, 3D technology, common to this a technical expression of the kind words. One fan said, “3D to increase the game’s sense of realism and detail, I’ve been to the scene saw a lot of games, to some extent, the broadcast of the game to see the new technology than in the field see Gengshuang.” As a result, some international media began to worry even the development of 3D TV will affect the event’s ticket sales site. Not difficult to see, as long as there is sufficient supply of content, 3D TV will shortly set off a worldwide wave of a new round of ratings. The short term, in some major sports events and performances, concerts and other special places and activities, 3D technology and screen broadcast, will be fully enlarge the content of these activities and social influence, these groups will also be hot holding.

3D TV content bottleneck

Many industry in the “China Enterprise News” interview that the scope of the current view of the world, 3D screen display of people infected will be quickly enlarged, but the content has become a 3D TV for the end-marketing ” the only bottleneck. ”

At present, 3D World Cup group word of mouth and product effects to honor the fans excited spectators, but if there is no support for 3D content sources, all pale and weak. To meet this part of the 3D TV user needs, a number of 3D TV manufacturers in the TV comes with “2D turn 3D” function, users can directly to the HD signal source or common source signal directly into 3D, some models of 3D TV machine also directly with “2D-3D button.” This is almost a no 3D content source, users enjoy the most inexpensive way 3D charm.

However, this “2D turn 3D” effect is still unsatisfactory way, and far away from the real 3D effect. Which shows the 3D effect than the native 3D movie much worse. In some key details of the Department, such as players shoot the ball after coming to the net despite a number of stereoscopic images, but in some scenes, such as ball players, etc. will appear subtle breakthrough tailing phenomenon, a considerable impact 3D screen three-dimensional.

3D TV for most consumers is still a new thing, at this stage of market sales are not ideal, and product standards and technology, there are many issues to be addressed. How to watch 3D TV naked eye, how to turn 2D 3D effect better, how to build long-existing 3D content? How to live through this 3D World Cup, so that more people learn more about 3D technology, more confident? How to solve the high market price, a rare source?

For most of the color TV enterprises, the problem still is deciding on the 3D TV in China and the trend of global development trends and bottlenecks.

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