Mobile production companies are well aware that their world is more rectangular than square. Whether they are dealing with a football field or a symphony orchestra, a wide screen is going to add more to their product than it will to a sitcom or a drama. For this reason, 16:9 aspect ratio-and even full-blown high-definition TV-is beginning to make an impact on their operations.

"The aspect ratio should enhance sports a lot," holds Lynn Kurth, chief operating officer at National's corporate headquarters in Seattle. He points out that football, tennis, hockey, and basketball all rectangular in nature. While baseball's dimensions are less so, he notes that low first-base and third-base cameras could show virtually the entire infield.

Lighting Dimensions Crowe has been doing product rollouts and other presentations for such corporate video clients as Exxon, General Electric, General Motors, and Dell Computer. Robinson sees that the quality of HD attracts these clients.

The key challenge, he says, is in framing the shots and taking this framing into consideration when pre-building sets. Some clients are still afraid of the 16:9 aspect radio when translated as letterbox (black bars) to standard television. They believe they are getting less or a smaller picture for their money while actually they are getting more on the sides. As Televisions change their format from square to rectangle they will appreciate they decided on 16:9 ratio and even as we have been used to watching movies in a rectangle format it will take some time to get them use to. The future is rectangular and directors are using this extra space as a narrative tool. High def will come incrementally, but the world is going 16:9 now, even in the standar TV sets you can buy at any store"