Sony and Y&R Promote HDTV

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In an attempt to promote interest in high definition television -- which has been sluggishly adopted by both broadcasters and consumers, despite an FCC mandate -- Sony and Young & Rubicam/New York have teamed up to get HD cameras in the hands of prominent commercials directors. Ten directors have been asked to shoot five-minute shorts in the format; the films will then debut at the Sundance Film Festival and at press events in New York and Los Angeles in January. The slate of directors expected to participate, some of whom have already shot film, include Bob Giraldi of Giraldi Suarez Productions; Radical Media's Frank Todaro; Simon Blake of Chelsea Pictures; Peggy Sirota of HSI; and RSA's Jordan Scott.
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