3D Coverage of the Masters Leaves a Lasting Impression

In a never-before-seen perspective of Augusta National Golf Club, the 2010 Masters Tournament was the first to be broadcast live in 3D, and viewers who had the opportunity to experience the next-generation technology agreed - it was impressive.

To produce the 3D images, Sony HD cameras rolled on the second nine with two hours of live afternoon 3D coverage available throughout the four tournament rounds. Comcast used its fiber network to carry the 3D production feed to the Comcast Media Center where it was packaged for distribution to cable systems, the official Masters Web site at www.masters.com, as well as Sony BRAVIA 3D TV sets throughout Augusta National's grounds.

"Sony technology has been a big part of the Masters' history, and we were thrilled to be the first to shoot the tournament in 3D for the first time," said Mike Fasulo, Sony Electronics executive vice president and chief marketing officer. "The feedback we received from those who viewed golf live and in 3D on our 3D BRAVIA TVs was overwhelming... we received a lot of 'wows,' and are excited to enhance the 3D sports experience for consumers."

"We were honored to help the Masters with their ground-breaking 3D production," said Derek Harrar, Senior Vice President and General Manager of Video and Entertainment Services for Comcast. "The spectacular 3D images the Masters shot with Sony cameras located around the course made consumers feel like they were right in the gallery watching the world's best golfers up close."

The new Sony BRAVIA 3D TV sets will be in stores this summer. The LX900 model, which is currently on display at Sony Style stores across the country, offers integrated 3D functionality with a built-in 3D transmitter and ships with two pair of Sony's 3D active shutter glasses, while the HX900 and HX800-series are 3D capable by adding the 3D transmitter and Sony 3D active shutter glasses (both to be sold separately).

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SOURCE: Sony Electronics

CONTACT: Elizabeth Boukis of Sony Electronics Inc., +1-408-352-4593,
Elizabeth.Boukis@am.sony.com

Web Site: http://www.sony.com/news