By Paul Hayes

SYDNEY, NSW: While it certainly represents great news for Samsung and its already available TV range, Tuesday night’s announcement that Channel Nine will broadcast this year’s State of Origin rugby in 3D may not be so positive for rival supplier, Sony.

With a locked-in July release date for its 2010 3D TV range, Sony may be a unnerved by the fact that the only people able to watch the 3D rugby in their homes will be those with Samsung’s first-to-market 3D range.

The date of the Origin broadcast, 26 May, may also ruffle Sony’s feathers given their major sponsorship of June’s 2010 FIFA World Cup and their commitment to broadcast 25 of its games in 3D.

Sport, and the World Cup in particular, is considered one of the major selling points of the anticipated 3D TV revolution.

“With Australia’s love of sport, we know that watching sport in 3D will be one of the most compelling experiences,” general manager of consumer marketing at Sony Australia, Toby Barbour, told

While declining to comment directly about the State of Origin beating out the World Cup to becoming the world’s first free-to-air sporting event broadcast in 3D, Barbour remains confident and said that Sony will offer a fan friendly experience during its 3D broadcasts.

“Sony will partner with FIFA to host Fan Fest public viewing events in a number of cities around the world, including Sydney.

“At Sony's displays located within Fan Fest, people will be able to enjoy and experience highlight trailers of the FIFA World Cup in 3D.”