[by Julian Clover, www.broadbandtvnews.com]

Canal+ is to make its first public broadcast in Sweden using the 3D format. The pay-TV channel has secured the rights to the Spanish league derby between Real Madrid and Atletico Madrid on March 19. It will be made available to retail subscribers, though it will also be available to view to domestic households with the necessary equipment.

The transmission is being supported by the TV manufacturer Panasonic and the O’Leary pub chain. “If one combines the excitement of a live football derby with the sensation of 3D and the atmosphere in the pub, I think you manage to get the ultimate sports and TV experience. In connection with that we launch 3D to our customers we kill the drums and take advantage of our unique rights to also send the match to the pubs and taverns, “says Mats Almgren, CEO of distributor Canal Digital.

Although Canal Digital has been testing the 3D format since the spring of 2010, it is effectively playing catch-up with its DTH rival Viasat, which has already screened a number of sports in 3D.

See the original story here: http://www.broadbandtvnews.com/2011/03/15/canal-digital-sweden-puts-3d-into-pubs/