Sony To Sponsor HD Super Bowl Telecasts

By Greg Tarr -- TWICE, 1/30/2004

New York – A Sony sponsorship of the CBS Television Network’s Super Bowl telecast on Sunday will include a CBS/Sony collaboration to also produce the Super Bowl Pre-Game Show and the Super Bowl half-time show in HDTV, the companies said.

The high-definition Super Bowl programs, running from 2 p.m. to 6 p.m., will be presented by CBS in the 1,080i HDTV format with Dolby Digital 5.1 surround sound.

CBS will produce both the HDTV and standard-definition versions of the game as a 'unified production,' meaning both versions will feature the same camera angles, replays and graphics.

Meanwhile, Sony, CBS and key consumer electronics retail partners will team to jointly demonstrate and promote HDTV during the game to key media members. The events will take place in four cities and will feature past NFL stars and Sony executives.

The events will include a Tweeter-hosted promotion in Boston featuring former New England Patriots quarterback Steve Grogan , a HiFi House-hosted event in Philadelphia featuring former Philadelphia Eagles receiver Irving Fryer, a Home Theater Stores-hosted event in Dallas featuring former Dallas Cowboys defensive lineman Randy White, and an ABT-hosted event in Chicago featuring former Chicago Bears defensive lineman Dan Hampton.