Partner Article

Taking the region to the next dimension

A FLEDGLING firm which specialises in the creation of 3D TV content and consultancy has set out plans to transform the North East into a hotbed for the rapidly emerging 3D industry.

Sunderland-based Stereografix, which develops 3D animated and live video content for advertisers, has only been in operation for two months and has already caught the attention of a number of heavyweight players.

The company is in negotiations with what it describes as one of the world’s largest games firms and is also lining up talks with educational institutions across the North East as it looks to invigorate the learning experience.

Meanwhile, it is also in the process of building a prototype 3D camera tripod which – unlike the lucratively-priced equipment used on 3D Hollywood blockbusters like Avatar – would be affordable to amateur filmmakers and the general public.

Company founder Saif Chaudhry said the long term aim would be to manufacture the equipment in the North East, while growing the business with the help of the talented pool of animation and film graduates in the region.

The creative director, who was a former CGI developer on simulator projects for the Ministry of Defence, said: “In the next 12 to 24 months we could place the North East as the first point of contact for 3D content and technology thanks to the strength of the talent coming from the universities.

However, he also warned that UK businesses were going to take a fair amount of persuasion before committing themselves to 3D advertising.

“Everyone is waiting for someone to buy 3D first. It might take a few more corporations like McDonalds, Coca-Cola, and Cadbury’s for it to take off. It’s just a case of getting people buying it across here where people are a bit more cautious.”

As reported on bdaily last week, Stereografix has joined in partnership with Tyneside’s Blaydon Communications to market advertising boards and displays which – through what is known as lenticular technology – appear in 3D to the naked eye without the need for glasses.

This was posted in Bdaily's Members' News section by Ruth Mitchell .