The world is going 3D. And at the Sony booth at NAB 3D is front and center. From cinematic spectaculars to stadium concerts to live sports on television, 3D is transforming entertainment. 3D is everywhere, adding a new dimension of realism, immersion and excitement. But the spotlight on the Sony booth this year is on 3D sports. All Mobile Video’s new 3D truck is presented at the booth and clients like HBS (working together with Sony on the World Cup in 3D), Sky UK and ESPN are around to discuss their use of Sony gear for 3D productions.

Demand for mass-market 3D TV is soaring
Broadcasting live 3D events to home viewers to begin in earnest
Ericsson provides complete 3D video processing solution to ESPN

Harris Corporation (NYSE:HRS), an international communications and information technology company, is powering end-to-end 3DTV workflows at the 2010 NAB Show. Harris will demonstrate how the company is capable of enabling broadcasters to employ a 3DTV-ready operation easily and cost-effectively when they are ready.

P+S TECHNIK successfully merged 20 years of experience in the industry with in-depth knowledge in opto-mechanics into the development of the professional 3D Freestyle Rig

P+S TECHNIK created new accessories for the 3D Standard Rig to offer muchhigher payload without any loss of stability

T-VIPS, a global leader in professional video contribution and distribution solutions, today announced that its industry-leading 3D video transport solutions will be on show on its booth (SU6721) and as part of the All Mobile Video Inc 3D production truck on the Sony booth (C11001).

SENSIO Technologies Inc. (TSX-V: SIO) today announced that Aruna Media AG has selected SENSIO as its main live 3D events technology partner. The two companies have teamed up for Aruna's exclusive, live 3D distribution of the 2010 FIFA World Cup South Africa™ games to cinemas and stadiums worldwide. Aruna, which owns the FIFA World Cup live broadcast rights for out-of-home 3D HD, will distribute 3D content in the high-quality SENSIO® 3D format worldwide.

NAB 2010 just kicked off and NVIDIA is everywhere. NVIDIA's theme for the show is “3D Starts Here”, and that is definitely the case. NVIDIA and over 40 partners are showing how GPU technology is helping integrate 3D into the broadcast and film industries.

Panasonic has announced that the World’s first HD3D Camcorder offering SD Media Card recording available in the market, the AG-3DA1, is now available for pre-order.
The AG-3DA1 is the world’s first fully integrated HD3D camcorder, offering the ability to film in HD3D and to store captured content on a standard SD media card.

Miranda Technologies has introduced multiple new Stereoscopic 3D products to simplify the launch of 3DTV channels. New products include the Densite 3DX-3901 signal processor, the Imagestore 750 channel branding processor, and the Kaleido family of multi-viewers.

Well-known creators of existing 3D content have collaborated on a new “From the Experts” set of guidelines available from the 3D@Home Consortium website. The experts’ advice and topical “White Papers” are valuable additions to the consortium’s online repository of information for the stereoscopic 3D community, which includes producers and directors, through rig operators and 3D systems engineers. Located on the consortium’s website these sections augment information on 3D products, live 3D events, an industry glossary and more.

The DVB Project is tackling 3DTV, one of the hottest subjects in the media world today. Many alternative systems have been developed for what is called 'First Generation 3DTV'. Broadcasters in different parts of the world have announced their intention to start 3DTV broadcasting this year (2010). There are test broadcasts currently available, or soon to be available, by satellite, and among other events, certain football matches in the 2010 World Cup will be shot in 3DTV.

· World-first solution delivers 3D movie-theater experience to the living room · Soaring demand for 3D TVs – revenues set to hit USD 60 billion in five years
· Complete solution for delivering 3D from venue to viewer at home

Leading the next wave in broadcasting, NVIDIA today unveiled its new NVIDIA® Quadro® Digital Video Pipeline, a turnkey system which dramatically simplifies and accelerates the production of live 3D broadcasts.

Snell today announced that systems across the company's award-winning product portfolio are 3D-ready and already being used to support 3D productions around the world. Equipped to support image processing, live production, automation, workflow control, and distribution within the 3D environment, Snell's 3D-capable systems allow broadcasters to leverage powerful, familiar tools in meeting the rising demand for 3D content. Among the Snell products enabling 3D are the company's Alchemist Ph.C – HD standards converter, Kahuna SD/HD multi-format production switcher, RollCall control and monitoring range, and Morpheus automation.