NEWS21 June 2011

Essential Research wins Wimbledon 3D research contract

New business UK

UK— The BBC has commissioned Essential Research to gauge opinion of its 3D coverage of the men’s final at Wimbledon.

For the first time, the BBC will cover the event in 3D, with the men’s final showing at five cinemas across the country, as well as on 3D-enabled television, using technology provided by Sony.

Essential Research will send fieldworkers to the five cinemas, as well as a further two showings hosted by Sony, to gauge viewer experience from around 1,400 viewers.

The agency will also carry out qual work with viewers who have watched the final at home on television.

Essential Research director Stuart Knapman (pictured) said: “As research projects go, it’s a pretty exciting one: a showpiece event combined with a milestone for a major new TV technology. And with the new roof on centre court, even the rain can’t spoil it.”