CBS and Sony Open 3D Research Center

In the US, CBS and Sony Electronics have hooked up to launch 'The Sony 3D Experience' research center, which will focus on consumer preferences and perceptions towards 3D programming, as well as how broadcasters and studios can best deliver 3D content.

The center will be located in the CBS Television City research facility at the MGM Grand Hotel & Casino in Las Vegas.

Last November, media communications specialist OMD partnered with CBS Vision - CBS' research arm - and its research lab in Las Vegas, to test the effectiveness of clients' multiplatform ad campaigns.

The facility incorporates traditional qual and quant methods like focus groups and surveys, as well as advanced biometric techniques such as eye tracking and brain scanning using NeuroFocus technology. Additionally, it provides access to more than 1.1 million visitors annually, representing a geographic, demographic and psychographic cross-section of the US consumer population.

The expanded center is divided into two areas: 3D theatrical entertainment, which will preview and promote the latest 3D motion picture releases; and 3D home entertainment, which will highlight and demonstrate the newest trends for 3D in the home, including 3D compatible HDTVs, PlayStation3 systems and upcoming Blu-ray 3D players and titles.

Through the facility, consumers will be able to learn about the latest 3D developments, such as the forthcoming launch of the ESPN 3D Network and the new 3D channel resulting from a joint venture among Discovery Communications, IMAX and Sony.

'This new extension of our research facility in Las Vegas was designed to provide visitors with hands-on access to the most cutting-edge home entertainment technology available and while doing so, offer content and technology providers continuous user-feedback and research,' explained David Poltrack, Chief Research Officer and President of CBS Vision.

Web sites: www.cbscorporation.com and www.sony.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.