Panasonic Shows 3D Pro Camcorder at U.S. Open

Panasonic ushered in what it called “the next wave of 3D production” Wednesday with the availability of the AG-3DA1 Full HD 3D pro camcorder, one of the 3D cameras being used by CBS Sports at the U.S. Open, which opened Monday in Flushing, N.Y., and concludes next week. CBS is using the $21,000 dual-lens camcorder for the first-ever telecast of 3D tennis, which will be beamed this weekend and next to DirecTV subscribers over the Panasonic-sponsored n3D channel. At a press conference at the National Tennis Center touting the company’s “end-to-end 3D strategy,” Panasonic made several 3D announcements covering business partnerships, product news and industry initiatives as part of its goal to establish a leadership position in 3D.

The company distributed its 3D Full HD catalog to journalists, showing three new sets of 3D glasses fit to the head of a man, a woman with a thin face and a child. The “wide variety” of sizes addresses one of the complaints about the 3D experience so far. Panasonic’s models, particularly, were large for many Americans’ heads. According to Henry Hauser, Panasonic vice president of merchandising for display products, the glasses are rechargeable, unlike the current version that uses replaceable batteries, and will be priced at $179, $20 above the current model, which remains in the line.

Panasonic Solutions announced a multi-year partnership with broadcast equipment rental company Bexel. The companies are is outfitting a 53-foot traveling production truck with six 3D rigs -- four from 3Ality Digital and two from Parallax -- all equipped with Panasonic multi-format HD cameras, said John Baisley, head of media and production services for Panasonic Solutions. Bexel and Panasonic will begin renting the trailer later this month, to help spur production of 3D content for DirecTV and others, including the capability for on-location shooting. Panasonic also announced the AG HMX 100, which it calls the first affordable live switcher with 3D event production. The switcher, combined with a new 25-inch Panasonic 3D production monitor, provides a “powerful suite of 3D production tools that are leading way in reducing complexity and cost of 3D production work flow,” Baisley said.

Shiro Kitajima, president of Panasonic Consumer Electronics Co., told journalists that Panasonic is further strengthening its commitment to 3D with innovations centers designed to engage with the entertainment and TV production industries and to build partnerships to pursue 3D best practices. Described as a forum for “ongoing communication with local 3D stakeholders in all industries,” the center will be based at Panasonic headquarters in Secaucus, N.J. Panasonic plans an additional facility in the Los Angeles area where the company has R&D along with a Hollywood facility for an ongoing liaison with studios regarding Blu-ray 3D . The innovation centers will leverage 3D technology and investment, according to Baisley, by developing a range of applications for business and government customers. “We'll be working with production community and content providers to create a partner ecosystem that can support a broad range of training and simulation solutions in 3D,” he said, adding, “the new wave of content will optimize work flow, reduce costs and transform business processes.” The company, in conjunction with community-building company Creatasphere, is hosting four two-day 3D workshops across the country, Baisley said, featuring the AG-3DA1, called “the first professional fully integrated full HD 3D camcorder recording to SD card."

The AG-3DA1 records up to 180 minutes of AVCHD PH video onto a dual 32GB SD card “for a more affordable, flexible, reliable and easy-to-use tool for capturing 3D,” Baisley said. The camera has been field tested for documentaries, films, weddings and other events, along with its professional sports debut this week at the U.S. Open. No prerecorded U.S. Open practice coverage was available for viewing at the Experience tent on Wednesday but Panasonic was using it to show Open attendees how they look in 3D to spur interest in homegrown 3D videos. Attendees were told to swing a tennis racket and to reach for a trophy in front of an AG-3DA1 to demonstrate the depth effect of 3D.

For the holidays, Kitajima said Panasonic will partner with a Hollywood studio on the use of “a certain blockbuster 3D movie to help us promote 3DTV.” He declined to say more, but the company was showing trailers of Avatar in 3D at the Panasonic Experience tent. When we asked Hauser whether Panasonic is readying an Avatar bundling deal, he said, “No comment.” The company is also prepping a 3D commercial promoting the company’s plasma technology, including 600 Hz, infinite blacks and short-stroke phosphors, he said.

Panasonic announced two new 3D-based home theater systems, the SC-BTT750, with integrated Blu-ray 3D player and receiver, five “tallboy” speakers and a subwoofer. The model SC-BTT350 comes with compact speakers. The 750 comes with Wi-Fi built in, the 350 is wireless-LAN-ready, Panasonic said. Both models are VieraCast ready with a broadband connection. Additional details weren’t available by our deadline.