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3D vision

9 June 2011 Last updated at 23:01 GMT By Katia Moskvitch Science and technology reporter, BBC News A 3D bird from the film Rio comes to life thanks to augmented reality and a cereal box Still not very used to having a full-size car jump out at you from a billboard?

Or seeing a building you pass on your way to work suddenly crumble to pieces - only to be rebuilt seconds later?

Such realistic 3D content, once constrained to four cinema walls and seen via clunky glasses, is starting to pour from pretty much anything with a screen.

More and more businesses are embracing the technology, using 3D for adverts on giant screens and cereal boxes, or by helping you pick furniture through an immersive online 3D experience.

It is also appearing on mobile devices - the first 3D advert has recently been launched for the iPad.

Despite being around for decades, companies around the globe are constantly experimenting with different ways to relate to consumers using 3D - via 3D TVs and cinemas, or billboards in airports and bus stops - what is known as digital signage.

But some firms have more innovative solutions to try to engage the viewer.

Feeding the bird

Nestle, the Swiss food and nutrition company, used the help of a French firm Dassault Systemes to engage people with… a cereal box.

Equipped with a box of Chocapic Nestle cereal, you type in the internet address provided and turn on your webcam.

Ford Focus used 40 cameras to create a Matrix-like still-frame 3D video effect

You are then directed to a page featuring characters from an animated 3D film Arthur and the Revenge of Maltazard.

Holding the box in front of the computer, all of a sudden you see yourself on the screen as in a mirror - but the box in your hands comes to life and transforms into an augmented reality game console. As you tilt the box, the technology detects your movements in real time - and you can play a game on the screen.

"This campaign, which involved more than two million boxes in France, increased the market share of Nestlé France by 1.6%," says Mehdi Tayoubi, Dassault Systemes' interactive strategy director.

Another similar Nestle project currently taking place in 53 countries with 26 million cereal boxes features a bird from a recently released animated 3D film Rio.

Using a tag that you cut out from the back of a cereal box, you can make the 3D bird interact with you - and even feed it by tipping the tag to "fill" a bowl on the screen.

"The Rio campaign has made a lot of buzz internationally and especially in Latin America and the US," says Mr Tayoubi.

Social 3D

A similar idea of combining the web and 3D occurred to another well-known firm - the car manufacturer, Ford.

Continue reading the main story

Producing a 3D advert is more expensive than producing a 2D ad, but the impact the activity has had internationally has made it worthwhile ”

End Quote Jennie Farmer De Beers jewellery During the Uefa Champions League tournament in London in May, together with a communications agency Imagination, Ford decided to create 3D videos inspired by a slow-motion scene in the action film the Matrix, where the main character Neo successfully dodges bullets.

For that, the car firm used 40 cameras to capture the moment in 120 degrees, creating a freeze-frame video that looked like the camera was moving around a still 3D image of people "suspended in motion".

People were then able to upload the films with a Ford Focus logo and then on YouTube, and share them using social networks such as Facebook and Twitter.

"We wanted to create something fun to do, something people would want to share, and what was inspired by camera technology in the car," says Mark Jones, European sponsorship manager of Ford, referring to the cameras installed in the new version of the Ford Focus model.

"Our objective was to have around 25,000 views of the films that were created.

"At the moment we're up to 64,000, so we've more than exceeded that."

In cyberspace, depth and perspective can also be achieved in a different manner.

Mydeco is an interior design firm, letting consumers visualise their home in 3D when buying new furniture - and see just how that new red sofa would actually look.

Having uploaded a floor plan, you can then move the walls and drag and drop furniture from different shops - in real time, almost instantly updating the screen as you put your computer-generated table into your online dining room.

Mydeco helps you visualise your home online in 3D while buying furniture

The site works with businesses, too - for instance, one of the biggest US furniture retailers, Design Within Reach, uses Mydeco's online tool on their website, featuring furniture from their store.

"We try to be the 'google maps' of interiors online," says Mydeco CEO Nicole Vanderbilt.

"Our tool is very much real-time 3D. You're designing in 3D, dragging and dropping real world products that we've had modelled in 3D into your room."

3D billboards

One of the most common business uses of 3D is digital signage.

Continue reading the main story

We project onto a transparent holographic screen, and that transparency allows us to create depth in the eye of the viewer”

End Quote Jeffrey Moscoe Holo FX And when it comes to choosing a 3D display, firms have more than one option to pick from.

First, there is stereoscopy.

This technique uses two cameras, one for each eye, to create to separate 2D images that are then combined in the brain to give the illusion of depth.

For the image to be in focus you have to wear special glasses - just like during a 3D film.

When CBS Outdoor installed a huge high-definition 3D screen at Grand Central Station in New York, it had to distribute some 70,000 3D glasses to passers-by in order for them to see the effect.

To add more style to often dull-looking and uncomfortable 3D glasses, certain brands have even created sunglasses that can be worn outside or used to see 3D content on a home TV screen or in stores.

But can you really expect many shoppers to walk into a shopping centre and don their glasses, however trendy they might be?

Some businesses that do not think so decided to go glass-free - and adapt auto-stereoscopy, with the most common approaches being parallax barrier and lenticular technologies.

Vienna Tourism Board used a building as a screen for a 3D projection to get tourists to come to Vienna

The first method involves placing an actual barrier on top of an LCD panel; pixels for left and right eyes are then filtered, with no overlap.

There is a catch, though - you can only see the effect from a certain spot, and if somebody is standing next to you, they will not see it, which is not very useful if you want to show the image to a crowd strolling past your shop.

The perception of depth in displays with lenticular technology comes when a series of strips are interlaced at different angles, and there are more of those "spots" from which you can view the effect.

Diamond jewellery brand De Beers used the second method to advertise their diamond rings. In a campaign devised by Holition and Pointy Stick Films, the jewellery was shot from eight different angles to ensure the 3D effect had a wide field of view on screen.

"Producing a 3D advert is more expensive than producing a 2D ad because it is more complex to film and edit, plus the display technology also costs a premium," says communications director Jennie Farmer.

"However, the impact the activity has had internationally has made it worthwhile."

Holographic adverts

Finally, there are holograms.

And if giants like Sony and Samsung are pushing their way through with stereoscopic and auto-stereoscopic solutions, holographic 3D has so far mostly been supplied by smaller firms.

One, for instance, is HoloFX, a small Canadian company based in Toronto.

In holographic 3D, the depth is behind the object - a totally different effect from stereoscopic 3D where objects are "flying" towards you.

"We project onto a transparent holographic screen, and that transparency allows us to create depth in the eye of the viewer," explains the company's head Jeffrey Moscoe.

"You don't need glasses, you can stand anywhere and see it - and our effect doesn't make you feel nauseous."

One of the latest features of 3D displays is the touch interactive - when the image spins before your eyes and you can rotate it or flip it upside down.

With all the different 3D concepts around, the market seems ready for innovative 3D content - so in the years to come, what seemed sci-fi just a decade ago could finally become a reality.

Glasses-free 3D adverts of a jewellery firm De Beers attracted many passers-by

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VIDEO: Battle to contain Arizona wildfires

10 June 2011 Last updated at 02:12 GMT Help

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To boldly go...

10 June 2011 Last updated at 07:12 GMT By David Shukman Environment & science correspondent, BBC News, Pasadena A replica of the Voyager probes is housed at JPL Keep your voice down, the press officer warns me, as I step inside Nasa's mission control room in California, a centre with an utterly unique role in the exploration of space.

It's almost silent and very dark, here at the Jet Propulsion Laboratory in Pasadena and operators are hunched over banks of consoles.

These are people with an extraordinary job: they provide the sole connection with mankind's most distant creations.

Above us a giant screen is gently filling with numbers, row after row of digits - it's the daily flow of data from an inconceivably remote corner of space.

At the start of each line of figures, there's a three-letter code - VGR - that represents the longest expedition ever mounted in human history.

VGR stands for the pair of spacecraft, Voyagers 1 & 2, launched way back in 1977 and now entering a realm never visited before - the very edge of the Solar System.

As another row of figures nudges its way on the screen, I try to comprehend what they've crossed to reach here.

Waiting game

One measure is that it takes an incredible 16 hours for their radio transmissions to arrive on Earth.

And if the controllers need to send a signal back out to them, it takes the same again - 32 hours in all to fire off a message and get a response.

Guiding me through this is the godfather of the mission, a sprightly professor in his 70s who is still bursting with the same enthusiasm he felt when he began the project in 1972.

Voyager is approaching the edge of the bubble of charged particles the Sun has thrown out into space

This is Ed Stone, something of a legend in space circles. Few other scientific endeavours have lasted this long and he's followed every twist and turn.

I ask about the distances involved and he can't wait to explain.

Continue reading the main story Voyager 2 launched on 20 August 1977; Voyager 1 lifted off on 5 September the same yearTheir official missions were to study Jupiter and Saturn, but the probes were able to continue onThe Voyager 1 probe is now the furthest human-built object from EarthBoth probes carry discs with recordings designed to portray the diversity of culture on Earth"When you feel the effects of the Sun," Professor Stone tells me, "that's how the Sun was eight minutes ago. But when you get a message from Voyager, that's how it was 16 hours ago."

He seems to relish the scale of the numbers - and is obviously used to having a reporter stand open-mouthed beside him.

The Voyagers, he says, are travelling at 17 kilometres per second (98,000 mph). And their computing power? A decent smart phone has ten million times more memory than all three on-board computers combined.

Yet what they have shown us still inspires. Among many revelations, Jupiter's moon Io was seen to be the most volcano-wracked body in the Solar System and Neptune's deep-frozen moon Triton to be blasted by geysers.

And then the little craft ventured beyond the orbits of the planets - further than any other manmade machines - and entered a region labelled with a bizarre vocabulary unfamiliar to most of us.

Golden records containing sounds from Earth were carried aboard both spacecraft

They travelled through the exotically-named "termination shock" - where the Sun's flow, or wind, of particles suddenly decelerates.

Now they're in the heliosheath - the outer zone of the Sun's influence. At some unknown point they'll cross the heliopause, defined as the final limit of the Solar System.

Then they'll enter interstellar space - the void between stars - where our Sun will become just another speck, one among billions.

According to Professor Stone, with four instruments still working on Voyager 1 and five on Voyager 2, new findings are made almost every day.

Sensors measure the speed and density of the solar wind, the magnetic field, energetic particles and radio waves - all providing clues about the pioneering moment when humankind will first venture beyond the Solar System.

Borrowed time

I ask why he thinks the Voyager expedition attracts such support and so much attention. It's a mission everyone loves to hear about.

"It's the urge," he says, "to explore our solar neighbourhood and now we're about to explore outside our solar bubble. It's remarkable how it resonates with the public."

So, what next?

The plutonium power source will stop generating electricity in about 10-15 years and there's no way to extend it so the spacecraft's electronic systems will die. No more messages will be sent after 2025.

"Then they'll become silent ambassadors orbiting around the centre of the Milky Way."

And where are they heading once they leave the Solar System?

Voyager 1 is on course to approach a star called AC +793888 - but it will only get within two light-years of it.

Voyager 2 is hurtling towards another star named Ross 248 - but, again, even at its closest, it will still be a whole light-year away.

And when are these encounters due? Professor Stone can't help laughing with delight. He knows his answer will amaze me.

"In about 40,000 years' time."

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VIDEO: Prince Philip at 90: I've done my bit

10 June 2011 Last updated at 09:15 GMT Help

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Iraq 'to request' US troops stay

10 June 2011 Last updated at 04:25 GMT The US soldiers' role is to advise and assist Iraq's security forces in fighting insurgents Iraq will ask the US to keep troops in the country beyond an end-of-2011 pullout deadline, says the nominee to be the next US defence secretary.

Outgoing CIA director Leon Panetta said he had "every confidence that a request like that will be forthcoming".

Mr Panetta was speaking at a US Senate committee considering his nomination.

The US currently has about 47,000 troops in Iraq, none in a combat role. Under a 2008 deal, they are expected to leave by 31 December 2011.

Inducements?

"It's clear to me that Iraq is considering the possibility of making a request for some kind of [troop] presence to remain there [in Iraq]," Mr Panetta told the Senate Armed Services Committee on Thursday.

He said that whether that happened depended on what Iraqi Prime Minister Nouri Maliki might ask for.

But if Baghdad did make such a request, he added, Washington should say yes.

Mr Panetta did not say how many troops would be involved or what they would do.

He said there were still some 1,000 al-Qaeda members in Iraq, and the situation remained "fragile".

Leon Panetta said the situation in Iraq remained "fragile"

"I believe that we should take whatever steps are necessary to make sure that we protect whatever progress we've made there," Mr Panetta said.

The current US contingent is deployed in a training and advisory role.

In April, outgoing Defence Secretary Robert Gates said that American troops could, if required by Iraq, stay in the country beyond the withdrawal date.

Mr Gates had also expressed hope that Baghdad would make such a request.

The BBC's Andrew North in Washington says it seems likely that the US has offered Iraq some inducements to maintain its troop presence.

But any suggestion that President Barack Obama will allow some American forces to remain behind is bound to be seen as backpeddling by both his opponents and supporters on his commitment to pull out entirely from Iraq by this year, our correspondent says.

He adds that it will be controversial in Iraq as well, where there has been an increase in attacks on US bases apparently aimed at derailing any moves to keep American troops on.

US fatalities in Iraq have been rare since Washington officially ended combat operations in the country last August.

But earlier this week, five American soldiers were killed in central Iraq, in what is believed to be the US military's single most serious incident in the country in more than two years.

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