Sony launches 3D World

Andrew Fraser, Sony SA senior brand manager, said Sony 3D is literally the next dimension in technology, adding that his company wants to show the people out there the way of enjoying the real 3D experience right inside their homes.

First ever to be shown in 3D

The new product is being showcased at the Nelson Mandela Square in Sandton, Johannesburg, where a premium pavilion featuring a 280-inch 3D LED screen and 240 seats has been built to coincide with the first-ever FIFA World Cup to be shown in 3D.

"We will be conducting roadshows nationwide to create awareness about this new technology," Fraser added.

Sony said several pavilions showcasing 3D contents and technologies will be installed in places such as Soccer City Stadium and at Durban and Cape Town stadiums.

The company is set to launch new models of TV in July that will be compatible with 3D, followed by cameras that capture pictures in 3D.

US award-winning singer R Kelly - who is due to perform at the opening ceremony of the FIFA World Cup - gave an unforgettable live solo performance at the event, followed by the group Malaika.

Open to the public

The pavilion is now open to the public until 12 July (10am - 10pm daily), and soccer fans can go in there and watch all the highlights of the 25 matches filmed on 3D during this year's world cup.

The 3D World pavilion will also show various live entertainment in 3D, including performances by musicians featured on the 'Hello Afrika' - a compilation of top African musical talent as well as video of Waka-Waka, a song performed by Shakira in collaboration with SA group Freshlyground. The CD was produced and distributed by Sony Music Entertainment.

Demonstrations showcasing Sony's prototype 3D compatible front home projector, due to be launched this year in the US and European markets, will also take place at the Sandton City pavilion.

Sony rival, Samsung, launched 3D TV technology in SA on 31 March this year.

For more, go to www.sony.com and www.sony.net/football/.