Turner, NASCAR Media Group Take 3D Party to the Track with Coke Zero 400

The 3D craze has hit the racetrack as NASCAR Media Group and Turner Sports will produce NASCAR’s first foray into 3D programming on July 3, 2010 with with the Coke Zero 400 on TNT. The 3D production, NASCAR’s first ever, will be available via DirecTV and through TNT RaceBuddy on NASCAR.COM. Stay tuned to SVG for inside reports on the production.

NASCAR.COM will feature 3D feeds for the Daytona race as well as HD complementary camera angles available on NASCAR.COM throughout the six NASCAR Sprint Cup Series races televised on TNT. Turner, which manages NASCAR.COM, will also make the Sprint Cup Series race from Daytona International Speedway available in 3D through DIRECTV. Vdiewers will need a 3D TV or PC display with matching 3D glasses. To get more information about the hardware and software used to view the 3D production online, click here.

“One of our goals here at NASCAR is to continuously explore ways to improve the viewing experience for our fans,” says Jay Abraham, COO of NASCAR Media Group. “Offering the Coke Zero 400 in 3D on NASCAR.COM and select television distributors is a great example of that consistent exploration. Our fans have been asking us about 3D for several months so we’re excited to deliver that to them for the first time ever in what will likely change how NASCAR is consumed moving forward.”

The 3D production on NASCAR.COM and DirecTV will feature two custom racing feeds produced specifically for 3D. The first will provide a look at the racing action from strategically placed cameras around the track designed to maximize the effect of 3D. The second stream will bring the mayhem of pit row into the third dimension.

“At Turner Sports we pride ourselves on innovation through testing, learning and exploring new products and technologies that can better serve our audiences on a multitude of platforms,” says Lenny Daniels, Turner Sports EVP and COO. “We see this as an opportunity to showcase our marquee primetime race in Daytona through our signature Wide Open format on TNT, as well as to learn more about 3D through this unique presentation online at NASCAR.COM and through DIRECTV.”

TNT’s live coverage of the Coke Zero 400 at Daytona on July 3 begins 7:30 p.m. ET. The network will provide continuous race coverage free of national commercial breaks and employ a letterbox widescreen format.