3D HD – better than actually being there?

O2 has announced plans this month to screen two of England’s home matches from the 6 nations rugby tournament at Twickenham in 3D…. yes, 19 stone rugby players flying out of a cinema screen at your face!

For sports fans, this new development is another step towards enhancing the viewing experience for those that are unable or unwilling to travel to the live event. The widespread distribution of High Definition television increased the quality of last years Premiership, Wimbledon and Superbowl, to name just a few. Clear cut lines, sharp focus and vibrant colours meant spectators could enjoy the events from their homes while feeling as if they were ‘actually there’. Looking to the future, combing high definition sports viewing, 3D technology and even augmented reality, we could be looking towards a world where watching sport in your home could provide a viewing experience that is so revolutionary, fans prefer the screen to the sidelines. Obviously, there are other factors to take into consideration such as the atmosphere and extortionately priced food, but if O2’s cinema screening concept is as popular as they hope then I imagine a packed out cinema will provide as good a crowd as any pub!

What impact will 3D sport have on brands?

From a technological point of view, this new application of a rapidly growing technology is a sneak peak into what the future could hold for media owners and brands that embrace this new innovation. Combine this new technology with high definition capabilities and it begs the question of just how real television could become. With consumers growing ever more used to new technology and the possibilities that it can enable, demand is always present for more stimulating ways to be entertained.

3D broadcasting provides brands with a whole host of new opportunities to raise awareness and update their image. Take O2 as an example; they have succeeded in raising awareness of their brand by screening the UK’s first ever live 3D sports broadcast, of a team for which they are the shirt sponsor. In conjunction with this they are offering first dibs on tickets to those customers that are registered as ‘priority members’ with O2. This not only strengthens their current customer relationships but enhances their brand appeal to potential customers that will see the extra advantages that being an O2 customer provides.

With the technology evolving rapidly there will be a number of opportunities for fast moving brands to host ‘world firsts’ and associate their name with innovation, technological prowess and style. But even those that don’t have the financial backing to be leaders in this area can gain benefits by being open to, up to date with and involved in 3D innovations.