Cox to Also Carry Masters 3D

Will offer live and on-demand coverage

By Glen Dickson -- Broadcasting & Cable, 3/30/2010 11:26:20 AM

Cable operator Cox Communications has joined Comcast in agreeing to carry live 3D coverage next month of the 2010 Masters Tournament from Augusta National Golf Club in Augusta, Ga.

The 3D coverage, which is being sponsored by Sony Electronics through a deal with Augusta National, begins on Apr. 7 and will be available to Cox Advanced TV customers with an HD or HD/DVR receiver and a new 3D-capable HDTV set with accompanying glasses and HDMI connection. The 3D coverage will be produced by ESPN using NEP's SS-3D truck, which has previously produced 3D broadcasts of football and basketball.

Live 3D coverage will take place starting Apr. 7, from 3-5 p.m. ET, with the Par 3 Contest and continue with the Masters Tournament Thursday, Apr. 8 through Sunday, Apr. 11 with two hours each day (live tournament coverage starts at either 4 p.m. ET or 5 p.m. ET each day). In addition to the 3D channel, Cox says that its customers can access 3D Masters content via the On DEMAND library on Channel 1, including replays of every day's 3D telecast and daily highlights in 3D available the day after the live exhibition.

"Cox is excited to offer our customers access to this innovative television event, bringing our customers the latest in video technology," said Cox senior VP of marketing David Pugliese. "The Masters in 3D is available exclusively to cable customers, making it even clearer why Cox is the best choice for entertainment and communications services."

The Cox/Masters announcement is the second big 3D sports announcement this week, following DirecTV's announcement that it will carry ESPN's new 3D channel when it launches this June. CBS will also produce 3D coverage of the NCAA Final Four men's college basketball championship this weekend that will be broadcast to digital cinemas by Cinedigm; that effort is being sponsored by set-maker LG Electronics.