Let the battle commence
Virgin Media has pipped Sky to the post in announcing a new 3D TV offering today, a three dimensional on-demand film service, while Sky has revealed the line-up for its dedicated 3D channel.
Just as there was competition to host the biggest sports fixtures between the two pay TV giants, it seems that their 3D offerings may be the next battle ground. In what seems to be more than a coincidental move, Virgin Media has rolled out its 3D film On Demand service, partnering with Samsung, on the same day as its rival's big announcement.
From today, Virgin Media customers with a 3D-ready set top box, TV and glasses will be able to access 3D on-demand content, although there is currently a choice of one film, Street Dance 3D, with more three dimensional films and programmes arriving over ‘the coming months'.
The film is available today for £5.99 for a 24 hour rental, with other 3D titles lines up such as Garfield's Pet Force, A Christmas Carol and Step Up 3D due before Christmas and Despicable Me for early 2011.
However, the line-up is only intended to provide a taste of things to come from Virgin Media's 3D platform, powered by FilmFlex and the firm has said it will build on its service as more people adopt 3D technology.
"As we've already seen with the take up of high definition programmes, viewers are continually looking for new ways to experience their favourite shows and with the addition of 3D On Demand, they will be able to watch eye-popping movies whenever they want," said Cindy Rose, director of digital entertainment at Virgin Media.
The company has also joined with Samsung to promote its 3D TVs in its UK stores.
Meanwhile, Sky has unveiled what it claims is Europe's first 3D channel, which will arrive in UK homes on 1 October and is free to Sky+HD customers with a 3D TV and Sky's top TV package.
3D Sports coverage will start with the Ryder Cup on the day of launch, while there will be around three live sports fixtures shown in 3D every week including live international and Barclays Premier League football, rugby union's Autumn Internationals and boxing.
There is also a raft of 3D films lined up, comprising: Ice Age, Dawn of The Dinosaurs, Monsters vs Aliens, Coraline, Alice In Wonderland, Bolt, Fly Me To The Moon, Cloudy with A Chance Of Meatballs and My Bloody Valentine.
Just like Virgin, Sky will offer Street Dance UK, Garfield's Pet Force, Step Up 3 and A Christmas Carol as pay-per-view films. In January, it will also broadcast Toy Story 3 3D as a pay-per-view film plus the first two instalments for free.
Sky will also broadcast 3D documentaries and entertainment shows including: Flying Monsters, Dance, Dance, Dance, 3D Meerkats, Bugs and 7 Wonders of the Solar System.
John Cassy, Sky 3D's channel director said: "We see 3D as ‘Event TV', an opportunity for people to share an incredible visual experience in their home, watching some of the biggest and best television available including; live sport, movies, entertainment and arts programmes...The launch of the channel is the just the beginning, 3D has arrived and will change TV forever."
