Sony, CBS Open 3D Research Center
March 4, 2010
Sony and CBS have joined forces on a 3DTV research center,
the pair said this week. This new “Sony 3D Experience” will be located
within the expanded CBS Television City research facility at MGM Grand
Hotel & Casino in Las Vegas. Beverly Hills, Calif.-based RealD is
providing its 3D filters and eyewear.
“This new extension of our research facility in Las Vegas was
designed to provide visitors with hands-on access to the most
cutting-edge home entertainment technology available and while doing
so, offer content and technology providers continuous user-feedback and
research,” said David Poltrack, chief research officer and president of
The collaboration is significant in that CBS hasn’t been
aggressive about 3D, particularly compared to Fox, for example, with
its forays with sporting events starting in 2008. CBS dipped its toe
into 3DTV last month when it did the Michael Jackson tribute during the
Grammys in anaglyph 3D. (See “Grammys Get Big Numbers”) The other
notable 3D initiative at CBS Corp. is from within the signage division,
CBS Outdoor, which unveiled a 3D HD billboard in New York’s Grand
Central Station last month.
The research center in Vegas has areas dedicated to 3D theater
and 3D in the home. The home zone comprises 3d-capable HDTVs, Sony’s
PlayStation3 systems, and it’s recently announced 3D Blu-ray players.
(See “Sony Unveils $200 3D Blu-ray Player”) The center will also
provide information about the upcoming launch of the 3D channels from
ESPN and Discovery.
“3D is a reality, as shown by the success of 3D movies and
alternative programming like live events and sports, and we expect more
3D content and delivery options to emerge,” said Mike Fasulo, Sony
Electronics’ executive vice president and chief marketing officer.
CBS Television City at MGM Grand is described as a
“well-established research facility that incorporates traditional
qualitative and quantitative methods like focus groups and surveys, as
well as advanced bio-metric techniques such as eye-tracking and brain
scanning using NeuroFocus technology, in a transparent research
More than 1.1 million people visit the center each year,
according to Sony and CBS, “representing a geographic, demographic and
psychographic cross-section of the U.S. consumer population.”
The Sony 3D Experience is the second such project for the
company in the Western U.S. The company also has a new 3D Technology
Center on the Sony Pictures Entertainment lot in Culver City, Calif.,
targeting entertainment industry professionals regarding the techniques
and equipment for 3D production and content creation.
-- Deborah D. McAdams