CBS discussed new technology additions to its March Madness delivery platform in February, not many expected March’s announcement:
CBS Sports is stepping onto the 3D court and cable operators may have a chance to participate in the latest platform to support "March Madness."
Teaming with Cinedigm Digital Cineman Corp. and LG Electronics, CBS will make its first push into this high-tech arena, televising the Final Four contests and the title game from the 2010 Men’s Division I Basketball Championships in 3D.
via CBS Sports Jumps Into 3D With Enhanced Final Four Coverage – 2010-03-09 21:57:57 | Multichannel News.
In the article, the choice of partnering with LG was supported with, what now seems like a curious statement of “there just aren’t that many homes with boxes to support 3D.”
Since the time CBS started promoting 3D March Madness in theaters, not only has Comcast announced that it will be broadcasting golf’s Masters Tournament in 3D (also a CBS Sports property), but Cablevision presented 3D hockey to its cable audience. You can read about both at Engadget.
What both of those events have in common is transmission over cable. While CBS has increased distribution of its CBS College Sports Network in the weeks leading up to the start of the NCAA Tournament, upgrading carrier agreement with Cablevision and a new carrier agreement with AT&T U-verse, focus remains on the free over-the-air (OTA). There is currently no standard for HD 3D OTA and cable is definitely using that to its advantage.
There’s always next year, right? Happy viewing!
After the Transition 