Panasonic, which has provided camera equipment for the Olympics for two decades, will supply the 3D kit for the London Games. The Japanese company is also very keen to sell the 3D television sets that are needed to view such content. Reports in the UK suggest that 3D sales accelerated relative to other high-definition sets over the summer.
"There is no doubt that the Olympic Games provides the best-ever content for the 3D market and 3D will drastically change the way we enjoy the Games in the living room," Panasonic communications chief Takumi Kajisha said at the IFA press conference. "We believe that our partnership will provide a true end to end solution for success of the first 3D live Olympic Games and create another era of Olympic broadcasting."
The BBC said on Monday that it is considering broadcasting the men's 100m final of the Olympics in 3D, but would not broadcast the whole games in the format as this would interfere with the HD quality that must be in place for the broadcasting of the whole Games.