CBS Sports Will Telecast Men's Basketball Final Four Games in 3D

By Chris Littmann

By Eric Fisher, Staff Writer
SportsBusiness Journal

CBS Sports will show the semifinals and championship game of the NCAA men's basketball tournament in 3D, marking the network's first foray into 3D TV and the latest high-profile sports event to be shown in the enhanced format. The network has struck a deal with Cinedigm Digital Cinema Corp. to show the Final Four games in 100 movie theaters nationwide, with pricing yet to be established. CBS additionally selected Pace, whose 3D involvement includes work with the NBA and the record-setting Hollywood epic "Avatar," to aid with the production, with the choice based significantly on the firm's prior background with shooting basketball in 3D. "This is another experiment. We're looking to learn as much as we can," said CBS Sports Senior VP/Operations & Production Ken Aagaard. Aagaard added the 3D production is a likely forerunner for future such efforts by the network in football.

CBS, meanwhile, has signed Capital One as the third presenting sponsor of March Madness on Demand, adding to AT&T and Coca-Cola. Capital One also recently signed with the NCAA as the newest corporate champion sponsor, joining AT&T and Coca-Cola. The network continues to project that MMOD advertising sales will finish well north of last year's $30M, though executives declined to disclose specifics.

Posted In: College Basketball