In a bid to spur 3D stereo broadcasting, 3D tech provider Cameron/PACE Group has partnered with manufacturer Grass Valley to provide 3D products in the broadcast space. The pact will target improvements in 2D/2D production workflow with the aim of accelerating the industry’s transition to 3D stereoscopic content.

“We have to have powerful alliances with people who are major players in broadcast in order to really be able to fulfill this future and supply the kind of quality 3D entertainment that people are going to demand,” said Cameron/PACE co-Chairman James Cameron. “We’ve been working together for a long time and this just formalizes the relationship.”

Both parties to the agreement believe that 2D and 3D program content must come from the same equipment and crew in order for the stereo transition to take place smoothly – and that costs must be kept under control.

“How are we going to get all the way through this challenge of making 3D more cost effective and making it more similar to the 2D approach?” That was the rhetorical question posed by Cameron/PACE co-chairman and CEO Vince Pace. “By forming an alliance with Grass Valley, we’re going to work together for those integrated solutions… We’re not going to increase your crew size, we’re not going to increase your dependency on additional personnel, and we’re going to manage those costs so that when you compare them to the revenue delta, they make sense to you, and that is good business for us.”

“This alliance is exactly what the industry needs,” said Alain Andreoli, prexy and CEO of Grass Valley. “Since the introduction of practical 3D production systems for broadcast, the main sticking-point has been the unnecessary costs and workflow issues associated with producing an event for both the traditional 2D audience and the emerging 3D audience. Grass Valley, in its alliance with Cameron/PACE, will be able to silence the critics by making the business case for dual production practical while delivering the best pictures to both audiences.”

As the first step in the alliance, Cameron/PACE will incorporate Grass Valley production technologies, including the Kayenne switcher, K2 production clients and K2 Dyno replay controllers into their 3D production truck.