Albany, NY -- (SBWIRE) -- 06/30/2010 -- Comcast, Time Warner Cable and Bright House Networks, in partnership with NASCAR Media Group, a media, marketing and entertainment company, and Turner Sports, a division of Turner Broadcasting System, Inc., announced they will air NASCAR’s first foray into 3D programming, the Coke Zero 400 powered by Coca-Cola, in next generation 3D. The event will take place on July 3, 2010. Full race coverage will air on TNT beginning at 7:30 p.m. (ET).

The 3D production will feature two custom racing feeds produced specifically for 3D. The first will provide a unique look at the racing action from strategically placed cameras around the track designed to maximize the effect of 3D. The second stream will bring the mayhem of pit row into the third dimension creating a one-of-a-kind visual experience. In order to experience the event in 3D, viewers will need a 3D TV display with matching 3D glasses.

The 3D production will also be made available through TNT RaceBuddy on NASCAR.COM (NASCAR.COM/RaceBuddy3D), serving as a complement to the special Wide Open television presentation on TNT that features continuous race coverage free of national commercial breaks and provides more unobstructed race action than that of a standard telecast by using a letterbox widescreen format. Earlier this week, DIRECTV announced it will also air the Coke Zero 400 in 3D.
NASCAR Media Group is the exclusive rights holder of NASCAR event footage, race data and content and its credits include Dale and The Ride of Their Lives, NASCAR-themed movies for Viacom distributed on TV and via DVD.

About NASCAR
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America’s premier sports. NASCAR is the No. 1 spectator sport – holding 17 of the top 20 highest attended sporting events in the U.S. and is the No. 2 rated regular season sport on television. NASCAR races are broadcast in more than 150 countries and 20 languages. NASCAR fans are the most brand loyal in all of sports, and as a result more Fortune 500 companies participate in NASCAR than any other sport.

NASCAR consists of three national series (the NASCAR Sprint Cup Series, NASCAR Nationwide Series and NASCAR Camping World Truck Series,) four regional series, and one local grassroots series, as well as two international series. Also, part of NASCAR is Grand-Am Road Racing, known for its competition on road courses with multiple classes of cars. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S states, Canada and Mexico. Based in Daytona Beach (Fla.), NASCAR has offices in New York, Los Angeles, Charlotte (N.C.), Concord (N.C.), Bentonville (Ark.), Mexico City and Toronto.

About NASCAR Media Group
NASCAR Media Group is a media, marketing and entertainment company that creates and produces programming related to the sport, manages its media partnerships, and forges relationships to integrate the sport into mainstream entertainment. As the internal production and creative services company of NASCAR, NASCAR Media Group is the exclusive rights holder of NASCAR event footage, race data and content. The NASCAR Media Group leverages The Sight, Sound and Emotion of NASCAR through TV and film production, home video, licensed consumer products and premiums for the sports' sponsors, tracks, teams and fans. To learn more, visit www.nascarmediagroup.com.

About Turner Sports
Turner Sports, a division of Turner Broadcasting System, Inc., presents some of the best and most popular sporting events worldwide and is a leader in televised and online sports programming. With events airing on TBS, TNT and truTV, Turner Sports’ line-up includes NASCAR and NASCAR.COM, the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Tournament, professional golf, PGATOUR.COM and PGA.com. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV, NBA.com, NBA LEAGUE PASS, NBA LEAGUE PASS Broadband, NBA Mobile, NBADLEAUGE.com and WNBA.com.

Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.