3-D Comes to CBS Only with Sponsors
CBS Sports is seeking sponsors in order to move ahead with 3-D broadcasts of sporting events.
An executive at CBS says the network is not willing to gamble on expensive 3-D programming without a committed sponsor to pick up the costs. CBS already aired one 3-D broadcast, of the U.S. Open over the summer, sponsored by Panasonic, according to MediaPost. To drum up internal interest in the technology, Ken Aagaard, head of operations and technology at CBS Sports, spoke to a group of CBS sales execs this week about the potential for 3-D TV, suggesting they begin to focus some energy on monetizing the technology.