Sony and FIFA Announce the World's First 3D FIFA World Cup(TM)

Cape Town, South Africa (ots/PRNewswire) -

- The Excitement and Action of the World's Most Popular Sporting
Event Will be Viewed as Never Before

Sony Corporation and FIFA (Federation Internationale de Football
Association) today announced an agreement for selected media rights
of the 2010 FIFA World Cup(TM) in 3D. FIFA is to produce the world's
first FIFA World Cup(TM) in 3D. Up to 25 of the 2010 FIFA World Cup
South Africa(TM) matches will be produced using Sony's 3D
professional cameras, which will provide coverage of the action that
is unprecedented in depth, vividness and excitement to people around
the world.

FIFA will utilize Sony's experience and know-how of 3D content
production to spread the passion inside the stadiums at the greatest
sport event in the world to more people than ever before.

From 2010, Sony will be incorporating 3D compatibility into a
wide range of consumer products such as "BRAVIA" LCD TV, Blu-ray Disc
recorders and players, VAIO and PlayStation(R)3, to provide a
multitude of ways in which 3D content - from 3D movies to
stereoscopic 3D games - can be enjoyed in the home. By having viewers
around the world experience sensational 3D content from the World Cup
tournament, Sony aims to accelerate the expansion of 3D from
professionals to consumers in 2010 and beyond.

"The transition to 3D is underway, and, we, at Sony, intend to be
leaders in every aspect. Our sponsorship of the FIFA World Cup allows
us to leverage our cutting-edge 3D technology and premier products
with dazzling content to produce a unique and totally compelling
viewing experience. 3D viewers around the world will feel as though
they are inside the stadiums in South Africa, watching the games in
person," said Sir Howard Stringer, Chairman, CEO and President of
Sony Corporation.

"This propels the football fan into a whole new viewing dimension
and marks the dawning of a new era in the broadcasting of sport,"
said FIFA Secretary General Jerome Valcke. "We are proud that the
FIFA World Cup can serve as a platform for advancing technology and
the viewing experience, and are truly fortunate to have Sony as a
partner in this endeavour."

Viewers will be able to enjoy 3D experiences at the following
locations:

CAPE TOWN, South Africa, December 3 /PRNewswire/ --

- During the 2010 FIFA World Cup, FIFA will host the "International FIFA
Fan Fest(TM)" public viewing events in 7 cities around the world (Berlin,
London, Mexico City, Paris, Rio De Janeiro, Rome, and Sydney). At Sony's
commercial displays located within the "Fan Fest," people will be able to
enjoy and experience promotional highlight trailers of the FIFA World Cup
in 3D.
- In anticipation of the Official 3D Film, viewers will be able to watch
promotional trailers for the film of the World Cup in 3D at retail
outlets(including Sony stores) that sell Sony products around the world.
- Sony Pictures Home Entertainment plans to produce and distribute the
Official 3D Film on the Blu-ray Disc*[1] and other formats.

By combining the excitement of the FIFA World Cup with 3D images
generated using Sony's technology and products, Sony and FIFA will
seek to deliver 3D images that convey the action and emotion of the
World Cup to viewers around the world, and a viewing experience as if
they were in the stadium itself.

*[1] 3D specification of BD is under consideration by the BDA
(Blu-ray Disc Association).

*All trade names are either registered trademarks or trademarks
of their respective holders.

ots Originaltext: Sony Corporation
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Contact:
[Inquiries]: Sony Corporation Corporate Communications, Tel:
+81-3-6748-2200, Email: sony.pressroom@sony.co.jp