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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Japan raises nuclear crisis to same level as Chernobyl | 3:21am EDT Japan quake's economic impact worse than first feared 2:40am EDT Winklevoss twins must accept Facebook deal - court 11 Apr 2011 Missouri's Democratic AG splits with Obama over health care 11 Apr 2011 China tells U.S. to quit as human rights judge 10 Apr 2011 Discussed 137 Reid says Republicans want shutdown to close clinics 116 China tells U.S. to quit as human rights judge 113 Obama, Congress struggle to find budget deal Watched South Korean "super gun" packs hi-tech killing power Mon, Feb 14 2011 X-47B - the future of autonomous aerial warfare Fri, Feb 11 2011 Ivory Coast's Ouattara says Gbagbo to face justice Mon, Apr 11 2011 "Avatar" director Cameron in bid to bring 3D to TV Tweet Share this By Jill Serjeant LOS ANGELES (Reuters) - "Avatar" director James Cameron is expanding his 3D vision to the small screen. The technologically minded filmmaker has teamed up with "Avatar" cameraman Vince Pace to form a new venture aimed at driving... Email Print Related News "Avatar" director forms new 3D venture for broadcast Mon, Apr 11 2011 Cartoon birds, bunnies rule world box office Sun, Apr 10 2011 "Hop" skips and jumps to No. 1 at box offices Sun, Apr 3 2011 Analysis & Opinion Press faces royal wedding day dilemmas U.S. bank boards escape post-crisis clear-out Related Topics Entertainment » Fashion » Technology » Film » Television » Media » Stocks Filmmaker James Cameron, executive producer of ''Sanctum'', arrives at the film's premiere in Hollywood, California January 31, 2011. Credit: Reuters/Fred Prouser By Jill Serjeant LOS ANGELES | Mon Apr 11, 2011 8:58pm EDT LOS ANGELES (Reuters) - "Avatar" director James Cameron is expanding his 3D vision to the small screen. The technologically minded filmmaker has teamed up with "Avatar" cameraman Vince Pace to form a new venture aimed at driving the widespread adoption of 3D technology in episodic television, sports and advertising. They said they wanted to "realize 3D's full potential as a creative and powerful storytelling and live broadcast medium." Cameron predicted 3D would become a major player in television programing within five years. "3D is just how all broadcast entertainment will be done. Sports, episodic drama, scripted and unscripted -- we haven't seen anything yet that doesn't have a great degree of value added by being in 3D," the Canadian director told Reuters. Sales of 3D TV sets have yet to take-off despite big investments by manufacturers like Sony Corp and Mitsubishi Electric Corp and others. According to a separate report on Monday from NPD Group, consumer awareness of 3D televisions jumped to 36 percent in February 2011 from 28 percent last September. High prices and the need to wear special 3D glasses are seen as the biggest barriers for consumers. But Cameron said the development of lighter, less expensive 3D glasses would overcome much of the resistance. He said the fledgling 3D television industry was caught in a chicken-and-egg situation similar to the movie industry six years ago when theater operators and filmmakers argued there were not enough films, or 3D theaters to justify a change. "We overcame that hurdle because we were getting constant positive feedback from the audience, and we are seeing the same thing in the broadcast model. Everything has been moving at two or three times the pace than we would have predicted a few years ago," Cameron said. The duo's Burbank, Calif.-based venture, Cameron-Pace Group, plans to develop a new generation of camera systems, services and creative tools. But their mission, Cameron said, is also about "proselytizing to get people to change their perception about 3D, not just the perception of the cost but their perception of the best business model." Pace said one of the aims was to bring 3D production costs down to an acceptable level for television budgets. That means training TV makers how to shoot programs in 3D and extract a 2D feed, rather than having two production crews make separate and expensive 2D and 3D versions of the same film or show. "I think that is a challenge for us -- to demonstrate that a well-done 2D product that is successful can easily, easily translate into a 3D revenue stream," Pace told Reuters. The 3D technology so far developed by Cameron and Pace has helped bring in $4.7 billion in box office receipts and been used in sports and concert productions worldwide. These include "Avatar" -- which grossed a record $2.7 billion at the worldwide box office -- "Tron: Legacy" and a U2 concert film. Their venture was unveiled at the National Association of Broadcasters conference in Las Vegas. (Reporting by Jill Serjeant; Editing by Dean Goodman) Entertainment Fashion Technology Film Television Media Tweet this Share this Link this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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