A joint venture has been established to develop the first 24/7 dedicated 3D television network in the U.S. Hoping to move the technology out of theaters and into the living room, three of the world’s leading media, technology and entertainment companies – Discovery Communications, Sony Corporation and IMAX Corporation announced a collaborative effort to push the evolutionary envelope of modern home entertainment.
An extraordinary collection of award-winning 3D content, technology expertise, television distribution and operational strength plan to work together to deliver a high-quality three-dimensional viewing experience to home television audiences. The equal-partnership venture intends to launch the network beginning in the U.S. in 2011.
The announcements were made Tuesday ahead of the Consumer Electronics Show in Las Vegas, where 3D TV is expected to be one of the big themes.
Discovery said it is forming a joint venture company with Sony and IMAX to deliver the service. It will be a dedicated, 24-hour channel that shows movies, nature programs and other content that lends itself well to 3D.
“Discovery’s business strategy has always focused on delivering groundbreaking content through new platforms, including the first suite of digital channels launched in 1996 and the first 24/7 basic cable HD channel in 2002,” said Discovery Founder and Chairman John Hendricks. “Now, as Discovery celebrates its 25th anniversary in 2010 as the world leader in satisfying curiosity and bringing audiences the most realistic viewing experience, we continue to change the face of television with the launch of the first-ever 24/7 dedicated 3D television network.”
The three media giants are aiming to utilize 3D as a way to encourage consumers to upgrade to new televisions, with the selling point that it's a more dramatic leap forward than the move from standard quality to high-definition television. They hope the new film Avatar, which appears in 3D and has already surpassed $1 billion in worldwide sales, will spur wider interest in the technology.
“IMAX has been a pioneer and recognized leader in 3D technology for more than twenty-five years, delivering the premium in-theatre experience to audiences around the world. We’re reaching more and more consumers with the recent expansion of the IMAX theatre network and the growth of 3D movie content," said IMAX CEO Richard L. Gelfond. “This new business venture is the first step in our strategic effort to take 3D into the home and extend the IMAX brand. We’ve already had strong collaborations with Discovery Communications and Sony in the past on IMAX event film titles, and we are thrilled to work with such strong partners to be the first to make in-home 3D a reality.”
The new 3D network will feature high-quality premium content from genres that are most appealing in 3D, including natural history, space, exploration, adventure, engineering, science and technology, motion pictures and children’s programming from Discovery, Sony Pictures Entertainment, IMAX and other third-party providers.
Separately, ESPN plans to show at least 85 sports events this year on its new ESPN 3D channel, according to a statement. It will start with the first 2010 FIFA World Cup match on June 11, between South Africa and Mexico, and include up to 25 other World Cup matches. The company said it has been testing the service for two years.
