Mumbai: The Entertainment Technology Center (ETC) [www.etcenter.org] announced that it will set up a Stereoscopic 3-D Content Testing Lab in addition to its Anytime/Anywhere Content Lab.

Building on the success of ETC’s world-renowned Digital Cinema Laboratory, ETC’s studio and other sponsors will be using the AACL to explore stereoscopic 3-D technologies, including stereoscopic 3-D implementations in a neutral, consumer-centric setting. Companies producing stereoscopic 3-D technologies and products are already beginning to place their technologies in the lab for evaluation and input from ETC’s members.

ETC CEO and executive director David Wertheimer added, "Given the substantial interest in stereoscopic 3-D in the theater and beyond, we believe there needs to be a neutral and central place for the various interested groups in order to ensure that the content and device development processes are interacting and fully aware of each other. Hollywood needs a physical space to see, test and evaluate high-quality content delivered the way consumers may see it today and into the future. That’s what our Stereoscopic 3-D Content Testing Lab is all about."

Setting up the Stereoscopic 3-D Content Testing Lab is one of the key objectives of ETC’s Stereoscopic 3-D Working Group, headed by Walt Husak, senior manager, Electronic Media at Dolby Laboratories, and comprised of major Hollywood studios, such as Disney, Sony Pictures Entertainment, Twentieth Century Fox, Paramount, and Warner Bros., together with other ETC members like Sharp, LG, Cisco, Alcatel-Lucent, Dolby, Deluxe, Thomson, TCS, Volkswagen Group of America as well as ETC CEO and executive director David Wertheimer.

The ETC Stereoscopic 3-D Working Group is identifying 3D issues and opportunities for distribution into the home. The group’s goal is to identify gaps and areas where forums for discussions among interested groups and standards bodies could be useful to accelerate the adoption of stereoscopic 3-D technology. "ETC’s forums, ongoing mapping of the entire ecosystem, and ability to move quickly, will add value to all the players interested in seeing stereoscopic 3-D grow and thrive," said Wertheimer.