Sony High-Definition Technology Adds Star Quality to Dallas Cowboys' New Stadium


(NAB Booth #C11001) Two global entertainment giants - Sony Electronics and the Dallas Cowboys - are joining forces to deliver a unique high-definition video experience.

The team's new stadium, scheduled to open in June, will give fans a great view from every angle, with more than 3,000 Sony LCD displays throughout the luxury suites, concourses, concession areas and more, offering fans viewing options that extend beyond the action on the field. Producing and sending content to these displays will be a range of Sony HD production equipment, including studio cameras, optical camcorders and production switchers.

Fans can view replays, watch interviews with players and coaches and also see content produced exclusively for the stadium's in-house TV network, according to the team.

"Our new stadium will be an entertainment destination, and more than just a great place to watch a game," said Jerry Jones, owner and general manager of the Dallas Cowboys. "We were looking for the right company to work with on delivering an entirely new type of immersive fan experience with the latest cutting edge technology. With its consumer and professional HD technology expertise, Sony was the right brand."

Sony is being designated as the "Official HD Television" of the Dallas Cowboys. Future plans and sponsorship opportunities may also include the use of Sony consumer electronics devices such as Blu-ray Disc players or Playstation systems, to add to the level of fan excitement during games.

The Sony displays will be used to show game content and other Cowboys-produced video and advertising elements. The Sony HD monitors, which range in size from 19 to 70 inches, will be connected via RS-232 interface to a Cisco IPTV network, for digital signage and other content delivery applications.

The stadium's new HD control room has a Sony MVS-8000G production switcher and BVM and LUMA® LCD displays, with Sony HDC-1450 cameras, XDCAM® HD PDW-700 camcorders, and PDW-HD1500 decks also being used. The Sony equipment will capture and produce video for playback during games on the stadium's LED screens and the HD displays throughout the venue.

"The Dallas Cowboys have a well-earned reputation for putting quality into everything they do, from the team on the field to the video material they produce," said John Scarcella, president of Sony Electronics' Broadcast and Business Solutions Company. "Their brand and their vision of how entertainment can and should be delivered is a perfect match for our HD technology, and we're extremely proud to be working with them on this beautiful new stadium."

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SOURCE: Sony Electronics

CONTACT: Tom Di Nome of Sony Electronics Inc., +1-201-930-6357,; or Brett Daniels of Dallas Cowboys, +1-972-556-9954,

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