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Sony keen for more 3D World Cup coverage

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Sony has confirmed its intention to produce more coverage of World Cup tournaments in 3D, after this year's successful debut.

This summer, the electronics giant filmed 25 matches from the World Cup in South Africa using 3D technology, marking the first time that the event had been captured in three dimensions.

Yesterday, football world governing body Fifa awarded the 2018 World Cup to Russia and the 2022 event to the Middle East emirate of Qatar.

Broadcast rights for the two events have not yet been awarded, but Sony is keen to continue producing 3D coverage of the world football showpiece. The firm's World Cup sponsorship deal extends through to the next tournament in 2014, which will be held in Brazil.

Speaking to The Hollywood Reporter, Sony Electronics vice president of marketing Stuart Redsun said: "Our goal is to offer consumers the best possible football viewing experience - whether in HD or 3D.

"This is the top spectator sport in the world, so there's no bigger stage for our professional and consumer products. Sony is committed to delivering increasingly higher levels of immersive entertainment for World Cup viewers."

No UK broadcaster carried live 3D coverage of this year's World Cup, although selected games were shown at 3D cinemas in the Vue, Odeon, Cineworld and Empire chains.

Last month, Sony Pictures Home Entertainment also released the official 2010 FIFA World Cup Film on 3D Blu-ray.

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