Editor ©RapidTVNews | 11-09-2011

Even though 3D seems to have lost its lustre of late, Oscar-winning Hollywood director James Cameron has not lost his faith, and has formed a strategic alliance with a leader in 3D technology.

Specifically, the Avatar director’s CAMERON | PACE Group is teaming up with video technology solutions company Grass Valley to accelerate the broadcast industry’s transformation to 3D stereoscopic production. The alliance aims to bring a better 3D workflow to the broadcast arena, developing new products for the market, and promoting more efficient and effective production solutions in the live 3D sports and entertainment broadcasting areas.

“We have to have powerful alliances with people who are major players in broadcast in order to really be able to fulfil this future and supply the kind of quality 3D entertainment that people are going to demand,” said the Hollywood giant and co-chairman of CAMERON | PACE Group.

“It’s very exciting what we’re going to be able to do together in terms of creating new products and integrating them into the workflows. We’ve been working together for a long time and this just formalizes the relationship.”

“How are we going to get all the way through this challenge of making 3D more cost-effective and making it more similar to the 2D approach?”, added Vince Pace, co-chairman and CEO of CAMERON | PACE Group. “What you’re hearing today is exactly how we’re going to achieve that. By forming an alliance with Grass Valley, we’re going to work together for those integrated solutions, not just for the future, but for the here and now.

“With this relationship, we’re going to tell the complete story in 3D and we’re going to enhance the complete entertainment value of the product - and we’re going to do that through technology. We’re not going to increase your crew size, we’re not going to increase your dependency on additional personnel, and we’re going to manage those costs so that when you compare them to the revenue delta, they make sense to you - and that is good business for us.”

For its part, Grass Valley adds that for 3D to be a commercial success in the broadcast industry, both 2D and 3D programming content must come from the same equipment and crew, and backs up the company perspective with 3D features and functionality as ‘standard’ equipment packages.

As the first step in the alliance, CAMERON | PACE Group will incorporate Grass Valley production technologies, including the Kayenne Video Production Centre switcher, K2 Production Clients, and K2 Dyno Replay Controllers into their most current, state-of-the art, 3D production truck.