March to Undergo Even More Madness with the Final Four in 3D

Four teams in three dimensions.

LG Electronics said yesterday that it is teaming up with CBS Sports, the NCAA and Cinedigm Digital Cinema to present the 2010 NCAA Men’s Final Four semifinal and national championship games in 3D.

Plans are to broadcast the events live to up to 100 Cinedigm certified digital cinemas nationwide. Fans attending the festivities in Indianapolis also can view the games in 3D on LG’s LCD HDTVs at locations throughout Lucas Oil Stadium and at the NCAA’s interactive fan event, Bracket Town refreshed by Coca-Cola Zero.

The games in 3D will be presented April 3 (6 p.m. to 11 p.m. ET) and April 5 (9 p.m. to 11 p.m. ET) as a production of CBS Sports with CBS College Sports Network announcers Dave Ryan and Steve Lappas on play-by-play.

LG Electronics USA is the Official 3D Sponsor for CBS Sports’ NCAA Tournament broadcasts and Official Corporate Partner of the NCAA.

“CBS Sports has always been on the forefront of new technology to enhance the viewing experience,” stated Ken Aagaard, operations and engineering executive VP, CBS Sports. “Through our partnership with the NCAA and LG, and the technological innovations of Cinedigm, we are excited to be able to present Men’s Final Four weekend in 3D, offering fans an exciting and different way to view a major sporting event.”

“Bringing the Men’s Final Four to consumers in 3D is a prime example of how LG strives to deliver something better – superior technology combined with an unparalleled viewing experience – for consumers,” said Peter Reiner, LG Electronics North America marketing senior VP. “As the Official 3D Sponsor, we are excited to partner with CBS Sports to bring consumers this immersive 3D viewing experience and tap into the passion of college sports fans throughout the country.”

LG will use the sponsorship to underscore its forthcoming 2010 3D product lineup, which is to include 3D-enabled LED HDTVs and Blu-ray Disc players in the United Sates beginning this May.

“The theater experience is changing dramatically,” said Bud Mayo, chairman and CEO of Cinedigm. “The Men’s Final Four is a signature event, with millions of fans clamoring to be among the few who get to see it in person. Cinedigm’s experience, having brought the 2009 BCS Championship and the 2009 NBA All-Star Saturday Night events to theatres in live 3D, has shown us that fans who attend will feel as though they have courtside seats.  We’re proud to work with our technology partner Sensio and with our growing national network of top-quality theaters to help bring fans one step closer to courtside.”

Cinedigm’s digital cinema network delivers Live 3D entertainment to a wide number of 3D cinema screens.

CBS Sports and LG Electronics also are working with NEP, and 3D expertise will be provided by 3D innovator Vince Pace, who worked on the movies “Avatar” and “Titanic.”

* – Article contributed by Greg Tarr of

Tags : 3DCBSCinedigm Digital CinemaFinal FourIndianapolisMarch MadnessNCAA Tournament