This week sees the start of 2013′s All England Lawn Tennis Championships – better known as Wimbledon to you or I -and for those of us not fortunate enough to have court side seats, surely the best way to experience the second-service, strawberries, and ultimately Andy Murray’s misfortune, is from the comfort of our front room – via the BBC’s stellar coverage and a brand new Sony 4K TV set.
The Bravia X9 series has just gone on sale in the UK, with a 55 inch 3840 x 2160 pixel beauty costing you, rather fittingly, £4k – and just as over the past few years 3D technology has been highlighted, this year Sony want to use the annual sporting event to promote the advantages of their shiny new pixel-heavy powerhouse. For the first time ever, parts of the 2013 championships will be recorded in 4K Ultra HD, and this cutting edge technology- with detail 4 times greater of current HD broadcasts, means that even the smallest of details will stand out.
So, how to take advantage of this? “With more footage being generated in 4K people are going to see every single detail and get much closer to the action. 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.” comments Paul Gyles, Marketing Head of Sony Television – and that’s exactly what they’ve done.
British number 5, Anne Keothavong will be sporting microtising – microscopic sized advertising – to demonstrate the sheer level of clarity 4K can bring to sporting events. The unusual ads themselves will be printed on the tennis ace’s hemline, shoelaces, and even her fingernails, and will be present for the duration of Anna’s involvement in the tournament.
Regarding their new partnership Mick Desmond, Commercial Director at The All England Lawn Tennis Club has said the following: “The Championships may be the oldest tennis tournament in the world, but that doesn’t mean we’re behind the times as proven by the cutting edge 4K Ultra HD partnership we’re running in conjunction with Sony this year. We’re very proud to be the first tennis tournament – and indeed one of the first major sporting events globally – to embrace this new technology.”
Sony’s F55 35mm and NEX-FS700 4K cameras will be capturing the action courtside at Wimbledon from today, until July 7th.