Technology

Sony bets big on 3D in India

MUMBAI: Sony Corporation has a 60 per cent share of 3D related products and is aggressively eyeing this segment of the market


"We are targeting 30 per cent of our India sales to come from 3D products by 2012. Globally we are targeting sales of more than $12 billion by the end of fiscal year 2012 from 3D products," Sony chairman, CEO and president Sir Howard Stringer said here today.
 
The 3D market is expected to expand rapidly and the creation of optimum, high-quality 3D content is essential to fuel this growth.


Talking to the media after inaugurating Sony Media Technology Centre (SMTC) in Mumbai in association with Whistling Woods International (WWI), Stringer stressed on the importance of 3D and HD technologies.


He said that Sony will strongly support the creation of an environment that facilitates ‘good‘ 3D production, continuing an effort launched a year ago with the opening of its first Sony 3D Technology Center in Los Angeles where more than 1,000 industry professionals have visited and trained.


Meanwhile, for SMTC, Sony has collaborated with WWI, a leader in the media and entertainment education sector, to establish the facility at the Mumbai campus of WWI.


Through SMTC, Sony will provide its expertise in High Definition (HD) and 3D film and broadcast technologies as well as focus on the proliferation and development of these technologies in India‘s entertainment industry.


Sony has installed HD and 3D content creation and digital cinema projection equipment in WWI. In addition, it will provide its knowhow in HD content creation from acquisition to post-production of content. It will also teach the entire pipeline of 3D filmmaking and methodology and provide training for high quality 3D content creation.


Stringer said, "We are delighted to be able to share Sony‘s unparalleled expertise in 3D content creation with aspiring filmmakers and industry professionals from across the vibrant Indian film and broadcasting community. The Sony Media Technology Center will provide a forum for us to offer our latest High Definition & 3D technologies, products and know how and contribute to the further growth and development of the Indian entertainment industry."
 
WWI chairman Subhash Ghai added, "Right from its inception, Whistling Woods has been a place for exchange of ideas and experiences between practicing filmmakers and students. The Sony Media Technology Center is an effort in continuing the same line of thought where, the best of new technology and filmmaking tools in the fields of High Definition and 3D filmmaking are available to both the student as well as the film professional.


"Both are most welcome to use the facilities, attend the training workshops and courses we will run and familiarize them with the technology of the future, and thereby strengthen the film industry and further the art of film-making."


Ghai added that the facility will offer consultancy to filmmakers to alleviate their concerns about working in HD. He said that he is making an HD film this year. He is also looking to make a 3D film next year.

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