Sony is back at IBC after a year’s hiatus and this time promising a different approach. The company plans to major on the use of its 3D stereo technology during the FIFA World Cup, the 3D feed for which was transmitted live to over 600 cinemas and 11 broadcasters while highlights packages went to 4000 Sony retail outlets.

“As part of launching a new Power of Images programme for the coming year of roadshows, flagship events and freelancer training we decided that this year IBC would be the cherry on the cake,” explained Sony Professional director of marketing, David Bush. “It will be very different to what we’ve done previously at IBC with a definite move away from the product supermarket approach.”

The manufacturer is to take around 700sqm in the Elycium Building, which marks a switch from its traditional base in Hall 9. “IBC is a very important meeting point for the top management of a wide range of broadcast organisations. Over five days there’s the chance to network and interact with a huge cross-section of the industry and on a scale that is replicated by few other events and activities in Europe. The main value to Sony at IBC though is at a brand level. When there are thousands of products being pitched for the same mindspace, we feel that IBC works best for us if we can communicate a big statement about our brand.”

Sony will major on the use of its 3D stereo technology during the FIFA World Cup, the 3D feed for which was transmitted live to over 600 cinemas and 11 broadcasters while highlights packages went to 4000 Sony retail outlets.

“There’s nothing like doing 25 games in a month for learning about both the technology and production side of 3D,” says Bush. “One of the challenges was simply moving the 3D equipment between stadia but we got set up down to four hours which is pretty comparable with an HD set up. Before the tournament I didn’t think that was possible.”

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