Comcast and 3D
The next-generation 3D Experience
Overview The first next-generation HD 3D-ready HDTVs, 3D PCs, Blu-ray players, and gaming consoles are now becoming
available at retail stores around the country. This next-gen 3D is not the same format as the red and blue paper
glasses that consumers used to watch 3D movies in the past. This is new state-of-the-art technology that delivers 3D
in amazing and immersive high-definition.
New 3D-ready HDTVs use what’s known as either passive or active technology, and there are different types of TV
sets and computer monitors available for each. Passive 3D uses polarization to “trick” the eye by presenting positive
and negative images to create the illusion of depth and requires special polarized 3D glasses for viewing. Active
creates the same effect by electronically controlling specialized shutter glasses with lenses that can open and close in
rapid succession. Here are a few general facts to guide consumers:
• To watch next-gen 3D on cable, consumers need a 3D-ready HDTV, as well the active shutter or passive 3D
glasses designed to work with that particular TV.
• 3D glasses may or may not be included with an HDTV purchase.
• To connect a 3D-ready HDTV and/or Blu-ray player, consumers need to use an high-speed HDMI cable.
• 3D content can be recorded on an HD digital video recorder and played back at a later time in 3D.
Comcast Comcast has been offering 3D video-on-demand movies since 2008 using an earlier 3D format called anaglyph,
and 3D which doesn’t require a new 3DTV. Comcast debuted this 3D content On Demand by partnering with Starz to bring
Hannah Montana & Miley Cyrus: Best of Both Worlds Concert in 3D to our customers. This was followed by other
3D On Demand offerings including My Bloody Valentine (2009), Jonas Brothers: The 3D Concert Experience (2009),
Coraline (2009) and The Final Destination (2010).
The demand for 3DTV is growing in the US, and Comcast is leading the charge to offer subscribers the best 3D home
• Comcast was one of the first cable providers to offer 3D VOD movies. In a recent 3D study conducted by Quixel
Research, consumers named Comcast in the top three trusted 3D brands along with Samsung and Sony.
• The research firm In-Stat has stated that the deployment and adoption of 3DTV will move at a more accelerated
pace than HD.
• The CEA estimates that 1 million 3DTVs will be shipped to retailers this year and will reach 4 million by 2011.
While anaglyph has been an industry standard in movie and television production for decades, newer, more
advanced techniques are now available that use similar basic principles of presenting different images to each eye,
but deliver a much higher quality viewing experience.
The For the 2010 Masters Golf Tournament, Comcast is delivering the future of home entertainment with the first-ever,
Masters live, national next-generation 3D broadcast on television and online. In order to make this possible, Comcast’s fiber
network will carry a unique 3D production feed provided by the Masters to the Comcast Media Center where we will
package it for distribution to cable systems around the world using the RealD Format. The feed will also be delivered
to Sony 3DTVs at the Tournament clubhouse and hospitality suites at Augusta National Golf Club, as well as to IBM’s
web hosting facilities for the masters.com, where it will be available for anyone who has a 3D-enabled PC.
Comcast is giving viewers the most comprehensive and immersive Masters Tournament experience ever. The next-
generation 3D content from the Masters is airing on a dedicated Comcast channel in conjunction with traditional HD
and SD Masters coverage on CBS and ESPN. Expanded content will be available On Demand and online. Comcast
will carry 20 minute highlights of the Masters Tournament as well as the prior day’s coverage On Demand – all in 3D.