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Sony to kick off Wimbledon with 4K TV trial

Tennis star to sport ads on fingernails to showcase detail of Ultra HD
Mon Jun 24 2013, 16:14

JAPANESE TECHNOLOGY GIANT Sony will trial 4K television in the UK with the start of the Wimbledon tennis championships today.

As the first time that action from the tennis tournament has been captured in the high resolution ultra high definition (Ultra HD) format, tiny adverts will be hidden on tennis star Anne Keothavong to showcase the level of detail consumers can see on 4K televisions at home.

Detail of micro-ads

The microscopic adverts will appear on her fingernails, the hem of her skirt, shoelaces and sporting equipment, meaning anyone able to watch the footage will be studying her rather closely during her games. Perhaps a little creepy.

Sony has launched an unusual campaign to place "microtising" - the word being a hybrid of microscopic and advertising - on Keothavong to highlight "how every detail matters at this year's Wimbledon".

Sony's F55 and NEX-FS700 4K cameras will be used to capture images from the tennis matches.

"With more footage being generated in 4K people are going to see every single detail and get much closer to the action," said Sony. "We thought we'd push it to the limit by running a microtising campaign, proving that Sony televisions can pick up on the smallest details."

It's seems the Japanese are keen to be at the forefront of 4K HD in the UK, as filming Wimbledon in 4K for the first time marks the arrival of the firm's two television sets, the new 55X9 and 65X9 4K Ultra HD Bravia, which feature 4K X-Reality Pro "Magnetic Fluid" speakers and "Triluminos display".

So far there isn't much other 4K content to watch, although Sony has announced 4K Blu-ray discs of classic movies including Ghostbusters, Spider Man, and Taxi Driver. And 4K television is expected to start in Japan in 2014.

The 4K Wimbledon video is being shown in the Sony 4K Experience centre that has been set up at this year's championship and will serve as a test to inform future strategy, Sony said. µ


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