ITV mulls 3D for Rugby World Cup

British commercial broadcaster ITV is considering airing the 2011 Rugby World Cup in 3D, marking it as one of the first major sporting events that could be filmed entirely using the nascent technology.

This comes after the broadcaster acquired the exclusive rights to the tournament, which is being held in New Zealand, from sports rights firm IMG, beating off competition from rival UK pay-TV broadcaster Sky.

ITV is currently in discussions with the International Rugby Board as well as New Zealand pay-TV broadcaster Sky TV, which holds the New Zealand broadcasting rights to the tournament.

“There is a comprehensive review going on at the moment. We are looking at the potential for any opportunities not just for Britain but other markets and cinemas. We are still on track to make a decision by the end of the year,” said Rugby World Cup tournament director Kit McConnell.