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3D World Cup Live for South Korean Cinema Goers

World Cup in 3D in Cinemas

• First ever 3D live event to be broadcast in South Korean digital cinemas
• 50 cinemas to show live 3D World Cup broadcasts
• Enhanced viewing experience for major global sporting event

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The 2010 World Cup will attract a huge global audience, with soccer fans watching the action at home or together in larger venues, and will be broadcast for the first ever time in 3D. Ericsson (NASDAQ: ERIC) has supplied CJ Golden Village (CGV), South Korea’s largest multiplex cinema chain, with high quality compression solutions that will enable CGV to show World Cup action in 3D – the first live event ever to be shown in 3D in digital cinemas in the country.

South Korean soccer fans will be able to watch World Cup action in 3D at 50 cinema screens across the country using 3D glasses. This ground-breaking broadcast for South Korea will enable soccer fans to get closer to the action than ever before, making this huge global sports event an even more engaging experience for viewers. Ericsson has supplied CGV with its EN8090 MPEG-4 AVC HD encoder and RX1290 receiver solutions, with video being distributed over an LG Telecom fiber network.

“We are excited about the World Cup being broadcast in 50 cinemas across the country to bring the live 3D experience to a wide audience of soccer fans across South Korea,” said Mr. Roh-Chan Park, General Manager, CGV . “Interest in this huge sports event will be even higher this year as the South Korea looks to make progress in the competition, so it is vital that the 3D experience we provide to viewers is of the highest possible quality. We were pleased to draw upon the expertise and experience of the Ericsson team for this very important deployment.”

“This deployment by CGV marks a landmark for live event broadcasting in South Korea, with fans of the World Cup now able to experience the matches together in cinemas across the country in 3D,” said Dario Choi, Head of Asia Pacific, Solution Area TV, Ericsson. “Live event 3D broadcasting in cinemas will bring a large audience together to experience action like never before. We are pleased to be part of this ground-breaking live event broadcasting in South Korea and to provide solutions that will enhance the viewing experience of the World Cup for mass audiences.”

About Ericsson

Ericsson is the world’s leading provider of technology and services to telecom operators. Ericsson is the leader in 2G, 3G and 4G mobile technologies, and provides support for networks with over 2 billion subscribers and has the leading position in managed services. The company’s portfolio comprises mobile and fixed network infrastructure, telecom services, software, broadband and multimedia solutions for operators, enterprises and the media industry. The Sony Ericsson and ST-Ericsson joint ventures provide consumers with feature-rich personal mobile devices.

Ericsson is advancing its vision of being the “prime driver in an all-communicating world” through innovation, technology, and sustainable business solutions. Working in 175 countries, more than 80,000 employees generated revenue of SEK 206.5 billion (USD 27.1 billion) in 2009. Founded in 1876 with the headquarters in Stockholm, Sweden, Ericsson is listed on OMX NASDAQ, Stockholm and NASDAQ New York.

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