"<i>2010 FIFA World Cup</i> goes 3D Marking the first-ever global live 3D event and the first time the FIFA World Cup has been broadcast in 3D, Aruna Media AG has partnered with Sensio Technologies Inc. for Aruna's exclusive, live 3D distribution of the 2010 FIFA World Cup South Africa games to theaters and other venues worldwide. Aruna, which owns the FIFA World Cup live broadcast rights for out-of-home 3D HD, will distribute at least eight games tailored for each territory in the high quality Sensio 3D format worldwide.

"The 2010 FIFA World Cup will be the first-ever global live 3D event, and with its unique expertise and worldwide network, Sensio is the ideal partner to help us deliver this historical and groundbreaking live 3D event to large venues," said Justin Ackerman, managing director and co-founder of Aruna Media AG. "The Sensio 3D technology, with its stunning image quality and proven track record, is also unique in that it is agnostic with respect to 3D display systems."

"Being compatible across 3D cinema technologies and providing superior image quality is vital to Aruna's groundbreaking event in reaching viewers on all continents. We are pleased to be partnering with Sensio to bring this historic sports event to fans worldwide through a remarkably rich and dynamic live 3D viewing experience," adds Markus Barmettler, managing director and co-founder of Aruna Media AG.

"Sensio has participated in many historical 3D firsts in our ten years of business, but the global delivery aspect of the 2010 World Cup in South Africa is incredibly exciting," said Sensio president and CEO Nicholas Routhier. "The worldwide broadcast of a live 3D event represents a unique technical and commercial opportunity, and we're thrilled to be working with Aruna to tackle this challenge and mark yet another important milestone in the evolution of 3D broadcasting."

The 2010 FIFA World Cup is expected to exceed the tournament's 2006 cumulative audience total, in-home and out-of-home, of 26.29 billion viewers. For the 2010 World Cup, Sensio will work with Aruna's technical staff to support local digital cinema integrators for the system design, testing and implementation of the live 3D broadcast network. Following the successful conclusion of this summer's matches, Aruna and Sensio plan to continue their partnership, bringing other high-profile live sports events to cinemas worldwide in 3D.