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3net launches with conversion off agenda

11 February 2011
3net launches with conversion off agenda

Discovery’s 3net 3D channel, a joint venture with IMAX and Sony, is to launch this weekend on the DirecTV network, writes Adrian Pennington.

At the same time John Honeycutt, Executive VP and Head of International Business Operations for Discovery Networks International (DNI) has reiterated the broadcaster’s stance against 2D-3D conversions.

“We believe right now that the right style of production for us is to produce native 3D,” he says. “We continue to watch this space on conversion technology. Our labs will continue to work with multiple vendors to test solutions but we don’t feel any is right to deliver the quality and cost-effectiveness we want.”

Discovery, like Sky, will accept certain amounts of post-converted content on a programme by programme basis.
“If there is a shot where current technology is not capable of capturing the shot in 3D and the editorial case is made for it then conversion is a viable option,” Honeycutt added.

Among the first programmes to be broadcast from February 13 will be coverage of The International 3D Society’s 3D Creative Arts Awards Show which was held in Los Angeles earlier this week.
Discovery’s 3net 3D channel, a joint venture with IMAX and Sony, is to launch this weekend on the DirecTV network, writes Adrian Pennington.

At the same time John Honeycutt, Executive VP and Head of International Business Operations for Discovery Networks International (DNI) has reiterated the broadcaster’s stance against 2D-3D conversions.

“We believe right now that the right style of production for us is to produce native 3D,” he says. “We continue to watch this space on conversion technology. Our labs will continue to work with multiple vendors to test solutions but we don’t feel any is right to deliver the quality and cost-effectiveness we want.”

Discovery, like Sky, will accept certain amounts of post-converted content on a programme by programme basis.
“If there is a shot where current technology is not capable of capturing the shot in 3D and the editorial case is made for it then conversion is a viable option,” Honeycutt added.

Among the first programmes to be broadcast from February 13 will be coverage of The International 3D Society’s 3D Creative Arts Awards Show which was held in Los Angeles earlier this week.

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