Vince Pace used his presentation at last week's Broadcast's Technology Summit to try to persuade UK programme makers that stereoscopic content is a viable production option.

Speaking at Bafta, Pace, a DoP and president of Pace Technologies, sold the virtues of his 3D camera technology and tried to dispel some of the ‘myths' that surround 3D.

“I wish it wasn't called 3D,” said Pace, who was also the executive producer of ground-breaking 3D movie Hannah Montana/Miley Cyrus: Best of Both Worlds.

“Because we get all the baggage of our grandfathers' 3D. But let me tell you there is no shortage of kit [available to make 3D content] but there is a shortage of strategic projects.”

Pace acknowledged that 3D television sets would not be appearing in mass quantities in people's home anytime soon, but he did suggest that 3D was a good option for future-proofing. “Mastering in 3D today will secure future revenue streams that can be tapped into once mainstream distribution enters the marketplace,” he told delegates.

When quizzed about costs, Pace said: “The numbers for 3D content are just 15% higher [than 2D].”

Pace and director James Cameron are currently working on a 3D movie called Avatar. Pace has also worked on a 3D version of a concert by the rock group U2 and two NBA basketball games.

Pace Technologies supplies and develops the Fusion 3D camera system rig which is based around Sony HDC-950 cameras with the sensors placed 70mm apart to capture left-eye and right-eye imagery separately.

The Broadcast Technology Summit took place at Bafta on June 19 2008.