Telstra has unveiled Australia’s first commercial installation of 3-Dimensional content and technology with Telstra CEO, Sol Trujillo, opening the world-class Executive Briefing Centre (EBC) in Melbourne. The 3D TV initiative offers a ground-breaking communication medium that engages the new media savvy consumers in retail environments at point-of-purchase.
In an Australian first, viewers are able to engage with powerful 3D content without having to wear polarising glasses. The Telstra CEO features prominently on the 3D TV content display at the EBC explaining what Telstra calls “Next Dimension Working™" for its enterprise and government customers. Other content clips include purpose-built advertising, product information and brand messages for Telstra to demonstrate the power of this technology to the market.
Telstra Enterprise and Government’s Executive Director – Convergent Sales, Paul Geason said: “Following on from Telstra’s recent success with Australia’s first live interactive hologram, we partnered with Prime Digital Media to deliver another first in 3D interactive content. The commercial use of 3D technology and 3D content to create attention-grabbing digital signage has great potential for Telstra’s enterprise and government customers. The technology lends itself to incredible new customer experiences. 
“Imagine the application of this technology to a traditional and crowded media space to create a new direct communication channel for organisations to engage and inform their customers about new products," he said.
 Telstra’s Retail Media Solutions partner, Prime Digital Media (PDM) has created purpose-built product and brand messages to demonstrate the power of this technology to Telstra’s enterprise and government customers. The flat-panel plasma display demonstrates a coming together of Telstra's cutting-edge mediacomms and network capabilities, as well as PDM’s advanced 3D content production capabilities.
 Julie Frikken, PDM Creative Director said: “We are excited to be a part of Telstra's world-class Executive Business Centre in Melbourne. The centre is the perfect launch pad for yet another Australian first - 3D TV. What looks like a regular plasma TV at first glance surprises and engages customers with content that reaches out and invites customers to look again. 3D TV will fundamentally change the rules and scope for communicating messages to the marketplace."
"This media platform certainly feels like it takes us into the Next Dimension. At PDM we are specialists in world-class out-of-home digital content production and 3D TV allows us to push conventional boundaries and capture an audience with simple yet effective brand messages," Ms Frikken added.
Telstra’s General Manager, Innovation Marketing, Leonie Valentine explains the concept behind the inclusion of 3D TV in the Executive Briefing Centre: “The EBC was designed around Telstra’s brand and the Next IP™ network to put the power of what we call Next Dimension Working™ in the hands of our customers. The inclusion of PDM’s 3D content really does take us into the next dimension."
The Melbourne EBC is part of a national customer demonstration capability established by Telstra to allow its Enterprise and Government customers to truly experience the benefits and value of Telstra’s integrated solutions and products through briefings and hands-on demonstrations.
 
For a demonstration of the 3D TV or if you require additional information, please contact:

Telstra:
Martin Barr
Tel: (03) 9634 4990
Mbl: 0418 101 127

Prime Digital Media:
Angela Byrnes - Director Communications
Tel: (02) 9660 9400
Mbl: 0405 837 416