3ality Digital Leads Industry in Powering Premier S3D Sports Projects
“We have been working for years to design technology that is not only capable of delivering the accuracy necessary for comfortable S3D imagery, but is also cost effective and intuitive to use,” said Steve Schklair, CEO of 3ality Digital Systems, the technology and production arm of 3ality Digital. “Our camera rigs and image processing systems are designed to feel familiar to skilled television and film technicians; to require only a short bit of training to use; and to produce spectacular imagery in even the most dramatic of circumstances. The result, after deep due diligence by many broadcasters, has been growing worldwide recognition that we are the clear choice when it comes to technology for live S3D sports production.”
3ality Digital’s systems are the only ones that enable flawless S3D zooms, essential in capturing the dynamic nature of sporting events. 3ality Digital’s rigs also boast a setup time equivalent to 2D systems, and are the only systems that integrate automated rigs with proprietary software for dynamic image management, allowing S3D production on 2D timelines.
In recent months, 3ality Digital’s systems have been used to enable groundbreaking soccer, golf, hockey, boxing, rugby, snowboarding and cricket shoots around the world with partners that include Sony, the National Hockey League, DirecTV, Madison Square Garden, Cablevision, the PGA, BSkyB, Orange, SkyLife, Nine Network Australia, Imagica, NEP and Telegenic.
“We began focusing on 3D as a broadcast medium before anyone else in the industry,” said 3ality Digital Head of Production Ted Kenney. “That unmatched experience has allowed us to design systems that are easily integrated with traditional broadcast production teams and that can keep pace with the fast‐paced action on the field or the ice.”
3ality Digital began making is state‐of‐the‐art 3flex™ camera systems available for sale in April 2009 as part of the company’s continuing effort to expand the creation and distribution of exceptional live‐action S3D entertainment. 3flex camera systems use sophisticated artificial intelligence to sense the environment and ensure the highest image quality. The systems are fully automated and feature full S3D metadata output.Developed using proprietary intellectual property, 3flex rigs are engineered to aerospace‐level precision. When used with 3ality Digital’s rig software controller (SPC) and Stereo Image Processing Systems (SIPS), the 3flex rigs allow operators to capture nearly pixel‐perfect live action S3D footage.
About 3ality Digital
3ality Digital develops enabling technologies to power live‐action stereoscopic 3D (S3D) entertainment from image capture through presentation, independent of viewing environment. 3ality Digital’s camera platforms, stereo image processing systems, and S3D image scaling technologies are quickly earning a reputation as the “gold standard” for the emerging medium, and are rapidly being adopted by broadcasters, production companies, studios and consumer electronics manufacturers. 3ality Digital’s systems are optimized to handle the demands of live S3D broadcast, offering such must‐haves as fast setup, perfectly aligned zooms, accurate imagery right from the camera, and automation that reduces the number of required production personnel.
3ality Digital technology has powered a number of live‐action firsts, including U2 3D, the first movie shot completely in digital live‐action S3D; the first live S3D broadcast of an NFL game (Raiders vs. Chargers, Dec. 4th, 2008); the first live S3D sports broadcasts available to consumers, including the 2009 BCS Championship Game, BSkyB’s landmark Manchester United vs. Arsenal soccer broadcast and the first network hockey telecast ever produced in S3D (New York Rangers vs. Islanders, March 24, 2010, on MSG); the first S3D commercial broadcast on television (Sobe “Lizard Lake,”); and the first episode of a scripted television series shot in digital live‐action S3D (Chuck vs. The Third Dimension, aired on NBC on Feb. 2, 2009). For more information, please visit the company’s website at